Investigating the Key Success Factors of Social Marketing in Promoting Environmental Consciousness: A Dematel-Based Approach

Chi-Horng Liao

International Journal of Marketing Studies, 2020, vol. 12, issue 2, 1

Abstract: Due to the overuse of the environment and natural resources, our environment has suffered long-term damage and natural disasters have been exacerbated by climate change, resulting in a significant impact on people’s livelihood and security. People must consider saving the environment as everyone’s responsibility. Hence, Environmental consciousness should be promoted to inspire public participation. This study used the Decision Making Trial and Evaluation Laboratory (DEMATEL) method to identify the key success factors of social marketing in promoting environmental consciousness. The DEMATEL method has been proven highly effective in gathering the views of experts and thereby providing information of greater reliability in many areas. The results of this research suggest that “Take advantage of existing successful campaign”, “Using appropriate media channel to increase the participation”, and “Enhancing campaign success by appropriate research” are the main strategies for promoting environmental consciousness. The findings of this study may be used in future success factor evaluations where social marketing is compared with other measures aiming to increase the efficiency of the campaign.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:12:y:2020:i:2:p:1

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