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Social marketing can help achieve sustainable behaviour change

Merritt, Rowena K., Truss, Aiden, Hopwood, Toby (2011) Social marketing can help achieve sustainable behaviour change. The Guardian, . ISSN 0261-3077. (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:35540)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided.

Abstract

If you are looking to achieve sustainable behaviour change by adopting a truly people-centred approach, then social marketing might be the tool for you.

Do you understand the reasons why people behave in certain ways? If you don't, then achieving sustainable behaviour change may not be possible. Simply trying to tell people to change, or giving them information and expecting them to act on it, may not work if you forget to consider the benefits people derive from certain behaviours. But by taking a truly consumer-centred approach, social marketing enables you to understand people and their behaviour.

Item Type: Article
Uncontrolled keywords: Sustainable living, Behaviour, Communication
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Divisions > Division for the Study of Law, Society and Social Justice > School of Social Policy, Sociology and Social Research > Centre for Health Services Studies
Depositing User: Rowena Merritt
Date Deposited: 21 Oct 2013 08:46 UTC
Last Modified: 16 Nov 2021 10:12 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/35540 (The current URI for this page, for reference purposes)

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