Cry Me a River: Overcoming Public Policy Implementation Barriers through Public Marketing

• Main Authors: Arshad, Iswalah, Rahim, Zarina
• Format: Conference or Workshop Item
• Language: English
• Published: 2023
• Subjects: HF Commerce
• Online Access: https://repo.uum.edu.my/id/eprint/30594/1/8th%20ICSC%202023%2014-29.pdf; https://repo.uum.edu.my/id/eprint/30594/

One of the primary functions of any government is to establish public policies, which encompass laws, regulations, and initiatives that impact the general populace. The level of compliance and acceptance among the public largely hinges on their recognition of the benefits associated with such policies. This concept can be likened to the act of purchasing a product from the market. Similar to how corporations undertake marketing efforts to enhance the sales of their goods, the acceptance of various governmental policies also relies, to some extent, on effective marketing strategies. Malaysia possesses a rich and diverse biological environment that necessitates public support. The objective is to preserve, conserve, and sustain our natural resources to promote the well-being of both current and future generations. The adoption of pro-environmental behaviours by citizens plays a pivotal role in ensuring the success of government initiatives in this regard. Overcoming implementation barriers within policies is essential. Therefore, campaigns and initiatives that require public participation must be crafted with a focus on fostering positive engagement. Consequently, the integration of social and public marketing concepts by policymakers during policy formulation and implementation becomes imperative. This integration ensures a heightened level of compliance, participation, and support from the masses.