This study aims to understand the learning needs of working people and identifies ways to promote learning among them in library settings through social marketing.
The research method consisted of designing a “Behavioral Change Stage Model” that applies the behavioral science theory to learning and consequently conducting an internet survey on learning among working adults. The survey period was October 2020, and the participants were 900 working adults aged between 20 and 40 years, living in Kanagawa Prefecture, Japan.
The survey found that barriers existed between the indifference and interest periods in the process of behavioral change until learning occurred. Moreover, it was found that the factor inhibiting learning is annual income rather than time, and the factor that promotes learning is a positive working style that includes envisioning future lifestyles. Based on the results of this study, we can execute social marketing strategies in public libraries as interventions to promote behavioral changes conducive to learning.
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