Definitions
Social marketing is an approach that harnesses the strengths of commercial marketing to promote the public and social good (McDermott et al. 2005). In general terms, it follows one of two paths: downstream and upstream. Downstream social marketing constituted the original definition of this approach. It is concerned with directly engaging the target public – certain consumers, for instance, or citizens in general – to convince them to change undesirable behaviors and/or adopt recommended behaviors and ideas that are considered beneficial to society in the long term. Upstreamsocial marketing, which developed out of this original concept, focuses on stakeholders that have the power to influence or regulate commercial marketing activities, such as lobbyists, policymakers, or the media, for instance. Drawing on research regarding how certain commercial marketing tools can be used to positively affect society and/or consumers, upstream social marketers leverage empirical...
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Rey-Pino, J.M., Montoro-Ríos, F.J. (2021). Social Marketing for the Promotion of Responsible Consumer Behaviors. In: Leal Filho, W., Azul, A.M., Brandli, L., Özuyar, P.G., Wall, T. (eds) Responsible Consumption and Production. Encyclopedia of the UN Sustainable Development Goals. Springer, Cham. https://doi.org/10.1007/978-3-319-71062-4_120-1
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