Community-based Social Marketing, Additional Instrument of Traditional Public Policies’ Instruments: Case study – Controlling Air Pollution in Romania

Ani Matei () and Tatiana-Camelia Dogaru

MPRA Paper from University Library of Munich, Germany

Abstract: The major macroeconomic changes occurred in the last years at global level represent real challenges for contemporary governments which had to rethink their public policies for getting a real impact on citizens’ behaviour. In this paper, we explore the instruments promoted by social marketing, especially the communitybased social marketing, and the goal is to analyze its potential to foster the behaviour change. The analysis reside in the investigation the capability of Romanian public authorities to use community – based social marketing in order to supplement the traditional instruments used to influence the citizens’ behaviour relate to atmospheric protection, in particular, to control the air pollution.

Keywords: social marketing; public policies; community - based social marketing; air pollution control (search for similar items in EconPapers)
JEL-codes: J78 M31 (search for similar items in EconPapers)
Date: 2012
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