The role of social marketing in achieving the planet sustainable development goals (SDGs)

Carla Rodriguez-Sanchez ()
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Carla Rodriguez-Sanchez: University of Alicante

International Review on Public and Nonprofit Marketing, 2023, vol. 20, issue 3, No 5, 559-571

Abstract: Abstract Changing the way citizens behave toward sustainability is essential to achieve the SDGs. Citizens can help create a more prosperous planet for future generations by making sustainable decisions and engaging in environmentally friendly behaviors. This position paper draws attention to how social marketing can encourage pro-environmental behavior conducive to achieving the environmental Sustainable Development Goals (SDGs) set by the United Nations (UN) as part of the 2030 Agenda. The paper also offers critical analysis of earlier studies employing a social marketing approach to influence participants’ behavior in favor of environmental sustainability. Recommendations for social marketing practitioners and researchers are provided. These recommendations center on two issues: how to develop and implement successful environmental social marketing programs and how to use communication more effectively.

Keywords: Social marketing; Sustainable development goals (SDGs); Pro-environmental behavior; Interventions; Communication (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s12208-023-00385-3

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