Social marketing to minimize environmental damage, using the 4Ps
DOI:
https://doi.org/10.56368/Entrelineas322Keywords:
marketing, social responsibility, social change, environment, 4Ps of marketingAbstract
In recent years, there has been growing interest in integrating social sciences into environmental initiatives through marketing, with a focus on facilitating and stimulating value exchanges. With the advances that have been made from the perspective of business marketing to develop models that influence human behaviors harmful to the environment, environmental social marketing emerges as an essential component in the pursuit of these objectives. To define the use of social marketing in mitigating environmental damage using the 4Ps, a desk study was conducted that examined how social marketing theories, as well as the 4Ps identified by Wood, are applied in related real-world research and campaigns. with the environment. The results revealed the potential to develop effective and sustainable programs that encourage positive changes in society and the environment. Among the results, the importance of continuous promotion to sustain long-term behavioral changes was highlighted, concluding that the repositioning of social marketing represents a real opportunity to more effectively address environmental challenges, promoting sustainable behaviors and contributing to environmental protection.
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