Concepts in Conflict: Social Marketing and Sustainability

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Brennan, Linda and Binney, Wayne (2008) Concepts in Conflict: Social Marketing and Sustainability. Journal of Non Profit and Public Sector Marketing, 20 (2). pp. 261-282. ISSN 1049-5142


This article discusses a major dilemma faced by social marketers: the conflict between implementing social marketing programs aimed at developing material wellbeing and the increased use of resources as a result of these changes. Social marketers aim to make social changes positively however the social‐environmental cost benefit is seldom a consideration. It is suggested that many changes are ‘unsustainable’ in their current format. Social marketers will need to become involved in the tradeoffs between material wellbeing and sustainability of the environment. This important issue is of direct relevance to a large section of those involved in social change creation. The consideration of sustainability is an important issue for social marketers. Implications and further research are proposed.

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Item type Article
DOI 10.1080/10495140802224951
Subjects Historical > Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Historical > FOR Classification > 1504 Services
Keywords ResPubID15333, social marketing, environmental sustainability, social change
Citations in Scopus 39 - View on Scopus
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