Abstract:
Nonprofit organizations in order to attract and to retain clearly-defined audience they use to
apply the content marketing approach which leads to successful actions through the creation and
distribution of a value which is relevant to consistent content. A successful case of a nonprofit
organization based on content marketing is the Lions Club Organization eyeglasses/ sunglasses
recycle activity. This activity does not only help to bring clear vision to millions of people but it
also contributes to environment sustainable development.
This paper presents findings from a content marketing research project, concentrating on the
determinants of eyeglasses/sunglasses recycling behavior amongst individuals in the area of
Thessaloniki (Greece) and involves both qualitative research using focus groups and quantitative
research using face to face interviews. The aim of the research was to understand what makes
people recycle eyeglasses/ sunglasses. The project contains four areas of research: a) awareness
and interpretation, b) beliefs, attitudes and behavior, c) relation between individuals and service
provision and d) basic influence factors and trusted information resources. One of the clearest
messages of the research was the need of information about sunglasses/ eyeglasses recycling.
This influences the rate of eyeglasses and sunglasses recycling. All the individuals that took part
in this research agreed that: a) eyeglasses and sunglasses recycle need to be or to become a habit
for them, b) to receive more information about this activity and c) collection boxes to be near
them. |
