Edited by Janette Hartz-Karp and Dora Marinova
Chapter 18: Sustainability social marketing
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.
You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.