The Use of Social Marketing Concepts to Develop Ocean Sustainability Campaigns

• In Event: Scholar to Scholar V

Abstract

In order to influence environmental behavior change on the individual and community levels, organizations can turn to the social marketing framework, which has demonstrated effectiveness in the field of public health. The goal of this literature review is to learn from the successes and failures of environmental and marketing projects in a rigorous way, so as to make recommendations for the use of social marketing for marine conservation.

Author

• Cynthia Bates, University of California, Santa Barbara