ENHANCING HEALTH CAMPAIGNS THROUGH ENVIRONMENTAL EDUCATION: A CASE OF THE ‘KEEP ZAMBIA CLEAN AND HEALTHY’ PROGRAMME by Bernard Chileshe A thesis submitted to the University of Zambia in fulfillment of the requirements for the degree of Doctor of Philosophy in Environmental Education THE UNIVERSITY OF ZAMBIA LUSAKA 2018 0 COPYRIGHT All rights reserved. No part of this thesis may be reproduced, stored in any retrieval system, or transmitted in any form or by any means, electronic, mechanical photocopying, recording, scanning or otherwise without the prior written permission of the author or the University of Zambia. © Bernard Chileshe, 2018. i DECLARATION I, Bernard Chileshe, do hereby solemnly declare that this thesis represents my own work, except where otherwise acknowledged, and that it has never been previously submitted for a degree at the University of Zambia or any other university. Signed: ____________________________________ Date: ______________________________________ ii APPROVAL This thesis of Bernard Chileshe is hereby approved as fulfilling the requirements for the degree of Doctor of Philosophy in Environmental Education of the University of Zambia. Name Signature Date ____________________ ___________________ _________________ Examiner 1 ____________________ ___________________ _________________ Examiner 2 ____________________ ____________________ _________________ Examiner 3 ____________________ ____________________ _________________ Chairperson, Board of Examiners iii ACKNOWLEDGEMENTS Finishing this work makes me feel that I have completed a big feat. However, it is a feat which has been accomplished with the assistance of many people whose names I am indebted to mention here. First and foremost, is my supervisor, Professor Charles Mwendabai Namafe of the University of Zambia, who has been so patient with me – I have never known such patience. I started doing this study when I held the office of Head of Department for the Department of Language and Social Sciences Education at the University of Zambia, a position which left me with absolutely no time to do my studies. But through all these, Prof. was very patient with me. Prof., I salute you both for this patience and for the invaluable guidance you gave me. Without your help I would not be writing this acknowledgement. At home was my wife, Jessy Mwaba Musenga Chalyafya (Bana Chanda), who kept on prodding me and wondering when I would finish these studies which seemed to take forever. In her own way, she was also aggressively patient with me. Her incessant elbowing has finally yielded fruit. Thank you my better half. My children looked on, not understanding what was happening, but always there to make my moment light – Mwaba and Bwalya: the older ones, Chileshe and Chanda sooner or later left for school. I cherish every moment we have spent together. My workmates, particularly Dr. Dennis Banda, Dr. Innocent Mulenga and Mrs. Tembo (then the Staff Development Officer), who constantly asked me how far I had gone. Sometimes I felt like you were pushing me too much but look where your relentless nudging has got me. Uwakwensha ubushiku bamutasha ilyo bwacha. I also got inspiration from colleagues within and outside the School of Education who graduated at various times during my period of study. As each one of them graduated, I was spurred to continue, despite the odds. To you all I say, Bravo! To all of you who made my burden lighter, I say thank you. iv TABLE OF CONTENTS COPYRIGHT .................................................................................................................... i DECLARATION .............................................................................................................. ii APPROVAL ....................................................................................................................iii ACKNOWLEDGEMENTS ............................................................................................ iv TABLE OF CONTENTS ................................................................................................. v LIST OF FIGURES ........................................................................................................ ix LIST OF TABLES ........................................................................................................... x LIST OF APPENDICES ................................................................................................ xi ACRONYMS AND ABBREVIATIONS ...................................................................... xii ABSTRACT ................................................................................................................... xiv CHAPTER ONE: INTRODUCTION ............................................................................ 1 1.1 Overview ................................................................................................................. 1 1.2 Background to the Study ......................................................................................... 1 1.3 Statement of the Problem ........................................................................................ 7 1.4 Purpose of the Study ............................................................................................... 8 1.5 Research Objectives ................................................................................................ 8 1.6 General Research Question ..................................................................................... 9 1.7 Specific Research Questions ................................................................................... 9 1.8 Statement of hypotheses .......................................................................................... 9 1.9 Significance of the Study ....................................................................................... 10 1.10 Conceptual Framework .......................................................................................... 11 1.11 Operational Definition of Terms ........................................................................... 12 1.12 Structure of the Thesis ........................................................................................... 13 1.13 Conclusion ............................................................................................................. 14 v CHAPTER TWO: THEORETICAL FRAMEWORK .............................................. 15 2.1 Introduction ........................................................................................................... 15 2.2 Community-based Social Marketing Theory ........................................................ 16 2.3 Theory of Planned Behaviour ................................................................................ 19 2.4 The Health Belief Model ....................................................................................... 23 2.5 Towards an Integrated Model ................................................................................ 28 2.6 Conclusion ............................................................................................................ 30 CHAPTER THREE: LITERATURE ......................................................................... 32 3.1 Introduction ........................................................................................................... 32 3.2 Human behaviour .................................................................................................. 32 3.3 Determinants of Human Behaviour ...................................................................... 33 3.4 Environmental behaviour, behaviour change and barriers to behaviour change ... 56 3.5 Perceived barriers to Behaviour Change ............................................................... 61 3.6 Differences in behaviour among Different Socio-demographic Groups .............. 69 3.7 Successful cleanup programmes ............................................................................ 76 3.8 Behaviour Change Toolkit..................................................................................... 81 3.9 Behaviour Change Tools ....................................................................................... 83 3.10 Research Gaps Addressed ..................................................................................... 95 3.11 Conclusion ............................................................................................................. 96 CHAPTER FOUR: RESEARCH METHODOLOGY ............................................... 97 4.1 Introduction ........................................................................................................... 97 4.2 Research Sites ....................................................................................................... 97 4.3 Target Population ................................................................................................ 100 4.4 Time frame .......................................................................................................... 100 4.5 Philosophical underpinnings of the Study .......................................................... 101 4.6 Mixed Methods Approach................................................................................... 107 vi 4.7 Research design ................................................................................................... 109 4.8 Quantitative Research Procedure ........................................................................ 111 4.9 Qualitative