Social marketing: the role of civic commitment in local methanisation projects in relation to stakeholder theory

Marketing social: le rôle de l’engagement comportemental citoyen dans le cadre de projets locaux de méthanisation au regard de la théorie des parties prenantes

Sarah Tahali (), Régis Rouyer () and Hélène Yildiz ()
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Sarah Tahali: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Régis Rouyer: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Hélène Yildiz: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: Agricultural methanisationis a growing activity, central in terms of territorial development, alternative energies and sustainable development. The successful development of this activity depends on the ability to overcome individual and social resistance, to master the process and procedures of creation, and to assimilate the underlying technique. This research, which is in line with social marketing, mobilises stakeholder theoryto understand the logics and strategies of the agents or actors on the one hand and the acceptationprocesses at work during the deployment of agricultural methanisation projects on the other.

Keywords: behavior commitment; social commitment; stakeholder theory; methanisation; social marketing; engagement comportementalcitoyen; marketing social; théorie des parties prenantes; méthanisation (search for similar items in EconPapers)
Date: 2021-01-14
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Published in Marketing trends, Jan 2021, Venice, Italy

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03221507

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