Interdisciplinary Studies in the Humanities

Application of social marketing in water management optimization

Document Type : Original Research Paper

Authors

M. Malekmohamadi 1
M. Mozaffari 2

1 Master of Science in Industrial Management, Faculty of Social Sciences, Imam Khomeini International University, Qazvin, Iran

2 Associate Professor, Industrial Management, Faculty of Social Science, Imam Khomeini International University, Qazvin, Iran

https://doi.org/10.22035/isih.2018.298
Abstract
Proper management of water resource patterns is considered as one of the main infrastructure for sustainable development in the energy sector. Drought, population growth, industrialization and urbanization are the factors that have contributed to the country's water supply crisis. In this regard, social marketing has an effective role in reforming the pattern of consumption in the energy sector, especially in the consumption of water resources. In this research, in order to determine the relationship between effective factors in social marketing and its role in voluntarily changing water of consumption and effective management, from 115 knowledgeable experts in the field of water resources as a statistical society, asked about the factors that associated the pattern of consumption in form of a questionnaire. Based on the analysis, it was found that three factors of social marketing (location, product and culture) have a significant relationship, and then by ranking the social marketing factors with fuzzy TOPSIS method, the factor of location as the most important factor was obtained (0.644).

Keywords

water resources
modeling
structural equations
fuzzy TOPSIS

Subjects

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  • Receive Date 04 December 2017
  • Revise Date 12 March 2018
  • Accept Date 05 July 2018

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