Dora Marinova and Michael McAleer
Dorit Maor and Dora Marinova
Dora Marinova and Janette Hartz-Karp
This introductory chapter clarifies the two main terms of the book, namely method and sustainability, and their relevance to its readership. It also outlines the nineteen chapters contributing to the four parts of the book dedicated to: more sustainable cities; better governance; transitioning to more sustainable economics; and more sustainable livelihoods and living. The conceptual methods for a sustainability cosmos is then introduced, which explains the methodological space for transitioning to a more sustainable development. At its core is the sustainability aim. The time horizon to respond to that may be long-term, short-term or immediate. Many methodological strategies may be developed with the book outlining nineteen innovative and creative ways to approach the four areas of cities, governance, economy, livelihoods and lives. The associated philosophies with the respective strategies and approaches, namely technological determinism, interpretivism, pragmatism and social determinism, are explained.
Janette Hartz-Karp and Dora Marinova
Edited by Janette Hartz-Karp and Dora Marinova
Diana Bogueva, Talia Raphaely, Dora Marinova and Mira Marinova
Using the example of excessive meat consumption, this chapter outlines the need for social marketing to promote behavioural changes for the common good. It develops a new approach, methodology and model termed sustainability social marketing tailored towards current priorities associated with climate change, human health and ecological well-being. The meat consumption problem is explained as an example of existing ample scientific evidence about the environmental and health co-benefits of reduction in which social marketing can encourage and trigger positive changes. A new 4S (sustainability, strength, self-confidence and sharing) marketing mix is proposed to be used to influence the social acceptability of a transition towards sustainability, including reduction in meat consumption.