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

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  • Carla Rodriguez-Sanchez

    (University of Alicante)

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.

Suggested Citation

  • Carla Rodriguez-Sanchez, 2023. "The role of social marketing in achieving the planet sustainable development goals (SDGs)," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(3), pages 559-571, September.
    • Handle: RePEc:spr:irpnmk:v:20:y:2023:i:3:d:10.1007_s12208-023-00385-3
    DOI: 10.1007/s12208-023-00385-3
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