Methods for Sustainability Research
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Methods for Sustainability Research

Edited by Janette Hartz-Karp and Dora Marinova

This book offers a collection of methods and approaches aimed at resolving some of humanity’s most pressing problems on a local and global level. Many of the methods are practical, with straightforward application and demonstrated positive outcomes whilst others are more visionary. Important for transitioning to a more sustainable world, these methods allow for the constructive challenging of existing western development and governance.
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Chapter 18: Sustainability social marketing

Diana Bogueva, Talia Raphaely, Dora Marinova and Mira Marinova

Abstract

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.

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