Improving community health through marketing exchanges: a participatory action research study on water, sanitation, and hygiene in three Melanesian countries

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dc.contributor.authorBarrington, Dani J.
dc.contributor.authorSridharan, S.
dc.contributor.authorSaunders, S. G.
dc.contributor.authorSouter, Regina T.
dc.contributor.authorBartram, J.
dc.contributor.authorShields, K. F.
dc.contributor.authorMeo, S.
dc.contributor.authorKearton, A.
dc.contributor.authorHughes, R. K.
dc.date.accessioned2017-03-24T10:50:12Z
dc.date.available2017-03-24T10:50:12Z
dc.date.issued2016-11-02
dc.description.abstractDiseases related to poor water, sanitation and hygiene (WaSH) are major causes of mortality and morbidity. While pursuing marketing approaches to WaSH to improve health outcomes is often narrowly associated with monetary exchange, marketing theory recognises four broad marketing exchange archetypes: market-based, non-market-based, command-based and culturally determined. This diversity reflects the need for parameters broader than monetary exchange when improving WaSH. This study applied a participatory action research process to investigate how impoverished communities in Melanesian urban and peri-urban informal settlements attempt to meet their WaSH needs through marketing exchange. Exchanges of all four archetypes were present, often in combination. Motivations for participating in the marketing exchanges were based on social relationships alongside WaSH needs, health aspirations and financial circumstances. By leveraging these motivations and pre-existing, self-determined marketing exchanges, WaSH practitioners may be able to foster WaSH marketing exchanges consistent with local context and capabilities, in turn improving community physical, mental and social health.en_UK
dc.identifier.citationD.J. Barrington, S. Sridharan, S.G. Saunders, R.T. Souter, J. Bartram, K.F. Shields, S. Meo, A. Kearton, R.K. Hughes, Improving community health through marketing exchanges: a participatory action research study on water, sanitation, and hygiene in three Melanesian countries, Social Science and Medicine, Volume 171, December 2016, pp. 84-93en_UK
dc.identifier.issn0277-9536
dc.identifier.urihttp://dx.doi.org/10.1016/j.socscimed.2016.11.003
dc.identifier.urihttp://dspace.lib.cranfield.ac.uk/handle/1826/11649
dc.language.isoenen_UK
dc.publisherElsevieren_UK
dc.rightsAttribution-Non-Commercial-No Derivatives 3.0 Unported (CC BY-NC-ND 3.0). You are free to: Share — copy and redistribute the material in any medium or format. The licensor cannot revoke these freedoms as long as you follow the license terms. Under the following terms: Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. Information: Non-Commercial — You may not use the material for commercial purposes. No Derivatives — If you remix, transform, or build upon the material, you may not distribute the modified material. No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
dc.subjectPARen_UK
dc.subjectSanitation marketingen_UK
dc.subjectPacificen_UK
dc.subjectFijien_UK
dc.subjectSolomon Islandsen_UK
dc.subjectVanuatuen_UK
dc.subjectSocial capitalen_UK
dc.subjectWell-beingen_UK
dc.titleImproving community health through marketing exchanges: a participatory action research study on water, sanitation, and hygiene in three Melanesian countriesen_UK
dc.typeArticleen_UK

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