Publication Details

Barrie, L. R., Jones, S. C., Lynch, M. & Coppa, K. (2009). Confirming the existence and size of behavioural segments in the adolescent sun protection project: results of a NSW schools survey. Proceedings of the Australian and New Zealand Marketing Academy Conference (pp. 1-8). Melbourne, Australia: Australian and New Zealand Marketing Academy.


Sun protection behaviours among Australian adolescents are consistently low. While otherpopulation groups (notably younger children and adults) have responded to social marketingcampaigns and educational interventions, efforts to encourage adolescents to engage in sunprotection have been largely ineffective. This paper reports on the extension of previousqualitative work which identified different behavioural segments within the 14-16 year oldage-group. The present study consisted of a survey of over 2,300 adolescents to confirm theexistence and size of these segments.Keywords: market orientation, loyalty, social, behaviour