Chapter 18: Sustainability social marketing
Restricted access

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.

Access options

Get access to the full article by using one of the access options below.

Other access options

Redeem Token

Institutional Login

Log in with Open Athens, Shibboleth, or your institutional credentials

Login via Institutional Access

Personal login

Log in with your Elgar Online account

Login with you Elgar account
Monograph Book