Abstract
Systems thinking dominated the 2015 World Social Marketing conference with the premise that a more holistic approach takes into account all the issues at play for effective change. Augmenting the broadening social marketing literature, we contend that systems-thinking social marketing enhances the field’s conventional behavioural change with concepts of scale, causation, and iterative co-creating change processes for complex health and environmental problems. The results of our empirical Sea for Society study, a sustainable European marine ecosystem examination of what the barriers to change are and how they are interrelated, find systems-thinking social marketing offers the potential to strategically and critically reinforce, not replace, behavioural change campaigns. With systems-thinking social marketing, a coherent theory of change becomes a possibility. Orchestrating social change may become a reality.
Original language | English (US) |
---|---|
Pages (from-to) | 1123-1144 |
Number of pages | 22 |
Journal | Journal of Marketing Management |
Volume | 32 |
Issue number | 11-12 |
DOIs | |
State | Published - Jul 23 2016 |
Keywords
- Social marketing
- behaviour change
- causation
- scale
- systems theory
ASJC Scopus subject areas
- Strategy and Management
- Marketing