Achieving more effective social marketing: Putting the social back into systems theory

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dc.contributor.author Conroy, Denise en
dc.contributor.author Allen, W en
dc.date.accessioned 2012-04-20T01:17:02Z en
dc.date.issued 2011 en
dc.identifier.citation International Journal of Environmental, Cultural, Economic and Social Sustainability 7(3):1-9 2011 en
dc.identifier.issn 1832-2077 en
dc.identifier.uri http://hdl.handle.net/2292/17428 en
dc.description.abstract Abstract: Social systems have long been explored, researched and investigated in an effort to discern, amongst other things, how behaviour can be changed to encourage more sustainable practices. However, it is our contention that prior research has concentrated too heavily on the ‘systems’ part of this equation, thereby marginalising its social aspects. Our own research suggests that excellent work already exists which both teases out and models social behaviour; and yet these behaviour models are rarely applied to our understanding of sustainable behaviour change. We suggest that by considering such systems as primarily social, better outcomes are more likely to be achieved. In viewing systems as social, we differentiate between simple, complex, and complicated systems and we use this model to illustrate why interventions that are successful in one situation, are not necessarily successful in another. We conclude by offering insights with respect to what social science can offer change programmes in the area of sustainability and how social marketing can contribute to this effort. en
dc.publisher Common Ground en
dc.relation.ispartofseries International Journal of Environmental, Cultural, Economic and Social Sustainability en
dc.rights Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. en
dc.rights.uri https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm en
dc.title Achieving more effective social marketing: Putting the social back into systems theory en
dc.type Journal Article en
pubs.issue 3 en
pubs.begin-page 1 en
pubs.volume 7 en
dc.rights.holder Copyright: Common Ground en
pubs.author-url http://ijs.cgpublisher.com/ en
pubs.end-page 9 en
dc.rights.accessrights http://purl.org/eprint/accessRights/RestrictedAccess en
pubs.subtype Article en
pubs.elements-id 228463 en
pubs.record-created-at-source-date 2012-04-20 en


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