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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