Lukas Parker

Lukas Parker
RMIT University | RMIT · School of Media and Communication

PhD

About

108
Publications
43,638
Reads
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433
Citations
Introduction
Lukas is an Associate Professor in the School of Media and Communication at RMIT University, Australia. He was formerly an assistant professor in marketing at RMIT University Vietnam. Prior to joining RMIT University Vietnam in 2007, he worked as an Information, Education and Communications advisor for a rural water supply and sanitation project in the Mekong Delta. Before this, he had five years experience teaching and researching in marketing at Swinburne University of Technology in Australia.
Additional affiliations
January 2016 - January 2021
RMIT University
Position
  • Professor (Associate)
June 2013 - January 2016
RMIT International University Vietnam
Position
  • Professor (Assistant)
June 2007 - June 2013
RMIT International University Vietnam
Position
  • Lecturer
Education
July 2009 - June 2010
RMIT University
Field of study
April 2001 - March 2005
July 1996 - November 2000

Publications

Publications (108)
Technical Report
Full-text available
This report is a top-line summary of Focus Group Concept Testing (FGCT) of packaging designs, within the FFWCRC Project 1.2.2 Packaging Design and Information Research. The FGCT research was conducted via online focus group sessions. This module of Project 1.2.2 assessed the overall level of appeal, acceptance and perceived impact on household food...
Technical Report
Presentation: https://www.youtube.com/watch?v=Btxd2zMkY9U FLW has a global impact economically, socially and environmentally with over one third of globally produced edible food going to landfill (FAO, 2017). Food Loss Waste (FLW) is a growing multi-sector issue calling for responses from industry, government, and consumers. This research module i...
Technical Report
Full-text available
This report is a top-line survey data set extraction from FFWCRC Project 1.2.2 Packaging Design and Information Research, which was conducted via one experimental design survey of households. This module of Project 1.2.2 assessed the acceptability of packaging design features in terms of intentions to purchase, willingness to pay and perceived user...
Technical Report
Full-text available
Understanding the perception and use of packaging by consumers and how this plays a role in household food waste generation is an important first step in this project – Fight Food Waste Cooperative Research Centre Project 1.2.2. With a greater understanding of how people appreciate and use packaging, along with the food waste they generate, we can...
Conference Paper
The food system is a crucial vehicle in sustaining people and their health, their human right to food. Food loss and waste risk this and other rights in driving negative economic, social, and environmental impacts. Food waste is usually characterised as waste occurring post supply chain, such as at the household, rather than food loss, occurring wi...
Article
Full-text available
Emerging adults (EAs), defined as adults aged 18 to 25, remain a difficult group to engage in healthy behaviours (including positive dieting and eating patterns). The environmental elements that influence the health behaviours of EAs have been studied. However, the literature is mixed on how online game environments, including eSports and game stre...
Article
Full-text available
There are ongoing debates about what is and is not 'mindfulness'. These debates are stifling rigorous academic research as scientific precision is a precursor to shared meaning. While mindfulness is a growing field of research, these divergent and conflated meanings are limiting deeper interdisciplinary research. Interventions designed in one pract...
Article
Full-text available
Food waste is a significant environmental, economic, and social issue. In many cases, packaging protects food and prolongs its shelf life, reducing the overall environmental impact by reducing food waste. This research focuses on consumer perceptions of the role of packaging and on-pack labelling in reducing household food waste. The following rese...
Chapter
This chapter presents the methodology and consumer insights from a highly impactful research and design project, conducted over two years by the Fight Food Waste Cooperative Research Centre and RMIT University. The project is designed to inform the Australian packaging industry in developing products and services that will reduce food waste. Food w...
Article
Objectives This study aimed to investigate the extent and key characteristics of academic research and scholarship on the public health community's use of social media for policy advocacy purposes. This will enable an evaluation of extant research and provide insight into directions for future research. Study design This study was a scoping review...
Article
Full-text available
Online video games are a common pastime for emerging adults (EAs). EAs are an age group that is of interest in health communication because habits formed during this life stage can cause or prevent disease later in life. Guided by three research questions, this scoping review identifies the current state of research into socio-ecological influences...
Technical Report
This report is a brief overview of the findings from Project 1.2.2 Think Tanks whereby input from industry was sought using an online qualitative survey and a seminar discussing the results and implications of the findings from the consumer research modules. An overview of Project 1.2.2 can be provided on request. Project 1.2.2. aligns with the RED...
Technical Report
This report is a brief overview of the findings from Project 1.2.2 Packaging Design and Information Research which was conducted via online interviews in households. An overview of Project 1.2.2 can be provided on request. Project 1.2.2. aligns with the REDUCE and the ENGAGE programs of the FFWCRC’s activities. The aim is to understand consumer’s p...
Research
This detailed presentation outlines the work of the Fight Food Waste CRC's REDUCE program. It introduces the findings from two REDUCE projects including an industry survey on the use of Save Food Packaging criteria with the Save Food Packaging Consortium led by the Australian Institute of Packaging, and a consumer survey to understand their percept...
Chapter
This chapter provides an overview of the current state of play of social marketing practice and theory in the context of three dynamic and diverse countries within Southeast Asia: Malaysia, Singapore, and Vietnam. The chapter details how social marketing in these countries is influenced by their unique cultural and social context. This is done via...
Article
Full-text available
Community sport organizations promote beneficial health outcomes such as social connection and physical activity, yet they can also facilitate the consumption of unhealthy food and beverages. To provide a foundation for future research and to inform intervention efforts in this context, this scoping review summarizes existing knowledge of the facto...
Chapter
Road traffic injuries are the third leading cause of premature death and disability in Vietnam, and the seventh leading cause of child mortality. In Vietnam the motorcycle is the dominant family vehicle and therefore most of these road deaths occur on two wheels. For nearly two decades, AIP Foundation has been instrumental in making Vietnamese road...
Chapter
Stories provide the foundations of society. Humans use them to communicate with each other and developed shared understandings. This chapter outlines principles of storytelling and introduces several theories on what makes a good story. It discusses how social media connects people in both a real and virtual world as a means through which people sh...
Article
Purpose After comprehensive review of discourse surrounding school-banking programmes and marketing to children, the authors develop evidence-based guidelines for such programmes. Guidance for organisations is provided to ensure they understand these products' impact on children and other vulnerable consumers. Design/methodology/approach A compreh...
Article
Consumers are increasingly concerned about the environmental consequences of packaging. Businesses are under pressure not only from consumers but also from governments to use eco-friendly packaging for their products. However, what consumers perceive to be eco-friendly packaging is still unclear, especially in emerging markets. This study examines...
Article
This paper forms part of a special section “Social transformation and vulnerable populations”, guest edited by Lukas Parker, Krzysztof Kubacki, Linda Brennan, Mike Reid and Natalia Szablewska.
Conference Paper
Australian males across a broad range of cohorts are highly resistant to health and social marketing messages and, perhaps relatedly, overrepresented across an array of health problems and social issues. Yet conventional social marketing campaigns targeted at men are often poorly conceived and executed, either mischaracterising or misunderstanding...
Conference Paper
In this conceptual paper, we provide a brief review of the academic literature on market emergence and evolution by examining studies in consumer research. Although the extant research informs us how a market emerges and evolves, there is still a paucity of research exploring how the interrelationships between the focal market and existing markets...
Article
Purpose Understanding the behavioral change process of system users to adopt safe security practices is important to the success of an organization’s cybersecurity program. This study aims to explore how the 7Ps (product, price, promotion, place, physical evidence, process and people) marketing mix, as part of an internal social marketing approach,...
Chapter
Full-text available
Unprecedented technological advancement across the world has seen traditional advertising struggle to evolve and keep up with the change (Kumar and Gupta, 2016; McCraw, 2016). Some have suggested that the exponential change in technology, personal and device connectivity, data collection and analysis has the potential to transform ‘business, the gl...
Article
Objective This study presents child helmet use before, during and after implementing the Vietnamese National Child Helmet Action Plan (NCHAP) and evaluates its effect on child helmet use. The NCHAP, an integrated multisector campaign, incorporated a wide-scale public awareness campaign, school-based interventions, increased police patrolling and en...
Conference Paper
Motorcyclists account for 71% of road crash fatalities in Cambodia. Use of mobile phones while driving increases the risk of road crash four times higher than those not using a phone. Young motorcycle drivers are a high-risk group of road users because they commonly use mobile phones while driving and are inexperienced drivers. AIP Foundation’s Saf...
Conference Paper
AIP Foundation’s Walk This Way program in Vietnam has the goal to create environments in which children can walk safely, and decrease the number of child pedestrian injuries and fatalities through education, awareness and advocacy, but also by intervening in environments and infrastructure surrounding schools to make sidewalks and roads safer to na...
Article
This paper examines the effects of the textual (headline, body copy and typography) and visual (image) elements of print advertising on the emotional responses of an audience. Six web-based experiments were carried out to determine the causal relationships between elements of print advertisements and viewers’ emotional responses. Data were collecte...
Conference Paper
Young people are increasingly creating their own global micro-social structures that supersede macro-level national or governmental dynamics (Geels 2004). As a consequence, the power structure for change is shifting away from patriarchal government interventions to individually empowered post-consumers (Fırat and Dholakia 2006) engaging with each o...
Conference Paper
Full-text available
This study examines Chinese advertising industry response to the digital era. Drawing on a series of depth interviews with advertising and media professionals, the research explores what digital communication and data mean to contemporary advertising practice in China. While it focuses on a single emerging market, the study provides insights into t...
Article
Full-text available
Purpose – This paper reviews motorcycle driving norms and their implications for social marketing practice. It investigates whether misperceptions of descriptive norms related to motorcycle speeding behaviour are prevalent among young motorcyclists, and whether there is an association between these misperceptions with their speeding behaviour. De...
Chapter
Drowning is an all too frequent occurrence in Australia where the climate is conducive to outdoor activities, and lifestyle and leisure choices often revolve around water. Males represent more than 80 per cent of all drowning deaths, and a third of all such incidents (34%) concern people aged 55 and over (Royal Life Saving Society – Australia 2016)...
Conference Paper
Short Abstract: This cross-national study compares responses from the Australian advertising industry with those from advertising practitioners in emerging and evolving markets, such as China, to determine whether-and how-the global advertising industry is changing in response to the digital era. Drawing on a series of depth interviews with adverti...
Conference Paper
Short Abstract: Most advertisements are a collection of signs, comprising both linguistic (word) and iconic (visual/image). By employing signs, advertisers and marketers have the ability to better communicate and evoke the desired responses from their audiences. The use of semiotics in advertising taps into the mythic level of people's minds due to...
Poster
https://global2017-tephinet.ipostersessions.com/default.aspx?s=70-2E-D0-F1-FF-5D-F0-70-7B-3E-44-FC-B3-7B-36-2B To determine whether NCHAP activities resulted in increased helmet use among primary school children in Vietnam’s three largest cities: Ha Noi, Da Nang, and Ho Chi Minh City (HCMC).
Conference Paper
With over 22,000 road traffic deaths every year, the road mortality rate in Vietnam is the second highest in Southeast Asia. 1 Road injuries are the third most common cause of death for Vietnamese children between 5 and 14 (11.71% of total deaths). 2 In 2011, 3% of students reported as having been injured by a vehicle while walking to and from scho...
Conference Paper
There are over 22,000 road traffic deaths on Vietnamese roads every year, or 24.5 deaths per 100,000 population.1 The motorcycle is the dominant form of transportation in Vietnam with 48 motorbikes for every car, and are commonly used to transport children.1 Motorcycle crashes account for 57.9 per cent of road traffic deaths annually, and 78 percen...
Book
Full-text available
Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment. To be global in advertising is no longer to be homogenised or standardised, it is to be at the leading edge of social and cultural trends that are changing the world as we know it. Global Advertisi...
Data
This report presents selected data about young adolescents’ perceptions of speeding norms and their risky driving behavior, using both government sources and the results from a cross-sectional survey.
Conference Paper
Full-text available
Limited research within the educational literature explores the student experience from the “outside-in”, from the student’s perspective, particularly in regards to how students potentially “co-create” their educational experience, both within marketing education and beyond. This theoretical paper moves beyond consideration of student engagement an...
Article
Full-text available
Purpose – This paper aims to offer an interrogation for the purposes of theoretical clarity, precision and validity. Family communication patterns (FCPs) about consumption is a commonly used measure in consumer socialisation. However, it has not been properly assessed for validity in marketing since it was developed in the 1970s. Previously develop...
Article
Full-text available
Purpose Understanding how consumers learn about consumption and are socialised as consumers is critical to developing marketing strategies throughout the family lifecycle. Central to current conceptions of consumer socialisation is the idea that individuals make decisions as outcomes of previous socialisation processes. However, socialisation takes...
Article
Full-text available
Purpose This paper aims to elucidate perceptions of safe driving and social norms in relation to driving motorbikes in the Vietnamese context. Design/methodology/approach A series of focus groups was undertaken in relation to driving practices from a number of groups: Adolescents, families and adult males and females. The discussion centred on how...
Conference Paper
Full-text available
This paper presents results of a study into social drinking behaviours in Vietnam with a view to gain an understanding of how consumption norms are established and transferred within the cultural setting. Covert observations were used to study the dynamics of group drinking behaviour among adults consuming alcohol in various selected types of publi...
Chapter
This chapter builds on the first five chapters in this handbook that explained the research design typology. The focus here is on design issues in cross-cultural research. This chapter is intended to serve as a guide for practitioners to apply and integrate the research design typology layers into a scholarly manuscript. In contrast to the broad sc...
Chapter
Full-text available
This chapter provides an overview of the current state of play of social marketing practice and theory in the context of four dynamic and diverse countries within Southeast Asia: Cambodia, Indonesia, the Philippines and Vietnam. The chapter contends that downstream, mid-stream and upstream social marketing needs to be tailored to the unique cultura...
Chapter
Full-text available
Market and business researchers are increasingly required to work within the global context as the world of internationalisation and globalisation expands. Despite meta-reviews of cross-cultural research (CCR) dating back as far as 1999 (Sin, Cheung, & Lee, 1999), many of the issues raised remain unaddressed. This chapter provides formative advice...
Conference Paper
Full-text available
In Vietnam, motorcycles serve as a major transportation means to the majority, while presenting the highest risk out of all vehicles involved in road crash incidents. This study examines the relationship between social norms and speeding behaviour using the social norms approach to demonstrate its potential application in social marketing campaigns...
Conference Paper
Full-text available
This paper presents the early results of a study into social drinking behaviours in Ho Chi Minh City, Vietnam with a view to gain an understanding of how consumption norms are established and transferred within the cultural setting. Covert observations were used to study the dynamics of group drinking behaviour among adults consuming alcohol in var...
Article
Full-text available
This paper describes how a widely used and reliable measure can be invalid within the context of its use. The “New Environmental/Ecological Paradigm” (NEP) is widely used as a benchmark for pro-environmental attitudes. However, the NEP was designed to measure the worldview paradigm that exists in the social domain, rather than attitudes that focus...
Book
Full-text available
URL: http://books.google.com.vn/books?id=uCqlBQAAQBAJ&source=gbs_navlinks_s&redir_esc=y This book provides a concise overview of the behaviour change models that are relevant to social marketing in order to assist academics and practitioners in social marketing program development. The book features a review and analysis of the most validated model...
Article
Full-text available
http://dx.doi.org/10.1108/JSOCM-08-2014-0052 Social marketing is contributing to a number of fields of research and the successful application of marketing tools and techniques in social issues is well established. Gordon’s (2013) Special Edition of the Journal of Social Marketing (Vol 3 Issue 3) challenged social marketing researchers to consider...
Conference Paper
Full-text available
ISBN: 978-0-646-93248-4 This paper presents the early results of a study into social drinking behaviours in Vietnam with a view to gain an understanding how consumption norms are established and transferred within the cultural setting. Vietnam has an established culture of drinking for celebration, social networking and business relationship enhanc...
Conference Paper
Full-text available
ISBN: 978-0-646-93248-4 Using a series of case studies, this paper illustrates that most social marketing interventions in Southeast Asia have employed a downstream approach towards changing individual behaviour. The paper contends that it is timely for social marketing in the region to incorporate upstream initiatives to address social marketing p...
Article
Full-text available
Purpose This paper aims to illustrate the need for both upstream and downstream social marketing in relation to condom merchandising in the Vietnamese context. Design/methodology/approach A mystery shopper audit of condom merchandising practices and retail outlets was undertaken in a number of locations throughout Ho Chi Minh City, Vietnam. In add...
Article
Full-text available
Purpose This paper presents the findings of a survey into attitudes towards the environment and the pro-environmental behaviors of young adults in Vietnam. Design/methodology/approach An online survey was administered to university students in Vietnam’s two most populous cities, Ha Noi and Ho Chi Minh City in Vietnam (N = 391). Findings The resul...
Chapter
'This is essential reading for social marketing practitioners, researchers and students. the book describes a comprehensive range of behavior change theories of relevance to social marketing and is complemented with illustrative case ...
Chapter
'This is essential reading for social marketing practitioners, researchers and students. the book describes a comprehensive range of behavior change theories of relevance to social marketing and is complemented with illustrative case ...
Chapter
'This is essential reading for social marketing practitioners, researchers and students. the book describes a comprehensive range of behavior change theories of relevance to social marketing and is complemented with illustrative case ...
Chapter
'This is essential reading for social marketing practitioners, researchers and students. the book describes a comprehensive range of behavior change theories of relevance to social marketing and is complemented with illustrative case ...