ix TABLE OF CONTENT ABSTRACT .................................................................................................................. ii ABSTRAK ..................................................................................................................... iii THE GUIDANCE FOR USING THE THESIS ............................................................ v STATEMENT OF AUTHORSHIP ............................................................................ vii ACKNOWLEDGEMENTS ....................................................................................... viii TABLE OF CONTENT ............................................................................................... ix LIST OF APPENDICES ............................................................................................. xii LIST OF FIGURES ................................................................................................... xiii LIST OF TABLES ..................................................................................................... xiv LIST OF ABBREVIATIONS AND SYMBOLS ....................................................... xv Chapter I Introduction ................................................................................................ 1 I.1 Background .................................................................................................... 1 I.2 Research Objectives ....................................................................................... 5 I.3 Research Question .......................................................................................... 6 I.4 Research approach and method ...................................................................... 7 I.5 Key assumption and research limitation ........................................................ 7 I.6 Writing structure ............................................................................................. 8 Chapter II Literature Review ..................................................................................... 9 II.1 Introduction .................................................................................................... 9 II.2 Social Marketing ............................................................................................