How to Encourage the Consumption of Tap Water: A Case Study on Águas do Porto

Ana J. Almeida, Ana P. Ribeiro, Rute D. Martins, Marisa R. Ferreira () and João F. Proença ()
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Ana J. Almeida: Porto Business School
Ana P. Ribeiro: Porto Business School
Rute D. Martins: Porto Business School
Marisa R. Ferreira: Porto Polytechnic Institute
João F. Proença: University of Porto

A chapter in Case Studies on Social Marketing, 2019, pp 123-132 from Springer

Abstract: Abstract This study aims to describe and analyze the social marketing campaign undertaken by the Portuguese public company AdP—Águas do Porto, E.M.—since March 2015. This campaign focuses on the incentive of promoting new habits of drinking water consumption and has been a pioneer in the water distribution sector, establishing a trend followed by other public companies in the country. The AdP case discusses the contribution of social marketing in the changing of rooted and generalized consumption habits, the benefits of consuming tap water instead of bottled water for the individual and the society, and the strategy of the campaign and its linkage to the global city brand “Porto Ponto.”

Keywords: Social marketing; Tap water; Águas do Porto; Community (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-04843-3_11

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DOI: 10.1007/978-3-030-04843-3_11

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