Date of Award
Integrated Marketing Communication
The purpose of this thesis is to analyze and study local mechanisms surrounding waste management at The University of Mississippi. The research study gathers quantitative and qualitative research to make conclusions about sustainability and recycling practices on The University of Mississippi's campus. The thesis discusses whether those practices are effective for those in The University of Mississippi's community based on the data collected and research conducted. The researcher also offers proposals for the University of Mississippi community based on the research conducted.
The gap that exists in the waste management processes at The University of Mississippi was addressed by blending primary research, conducting surveys and interviews, and applying integrated marketing communications campaign tactics. The researcher analyzed 20 sources for the literature review. Since the overall aim of the research study is to analyze and assess the local mechanisms surrounding waste management at The University of Mississippi, an electronic survey link conducted by Qualtrics via email to 33% of the UM population included a range of both general and specific questions from which anonymous data was collected. Nine hundred forty-three surveys were completed providing a response rate of 14.5%. The survey gauged the effectiveness of waste management practices on the University of Mississippi's campus. In contrast, interview data from sustainability experts on campus compared and articulated the "why" behind the community infrastructures and the account of what real improvements should be made locally from a personal lens with individual anecdotes.
Specifically, the state of Mississippi ranks number 50 of the 50 United States regarding sustainability, which motivates this thesis research. However, if there was one recycling bin for each waste bin, would that provide a more sustainable society and induce a habit loop within the community? This thesis considers a rebranding of waste management by reconsidering its position within The University of Mississippi's community. The thesis aims to promote environmental awareness and extend opportunities for communication among University of Mississippi community members. The researcher analyzes the local mechanisms toward waste management and considers how integrated marketing communications tactics could enhance sustainability practices within the University of Mississippi's community. The research considers if integrated marketing communications tactics could enhance sustainability practices within the Ole Miss community.
Clift, Haley, "Southern Sustainability: An Examination of Waste Management Mechanisms within the University of Mississippi Community" (2023). Honors Theses. 2870.
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