Theoretical Background: Social Marketing and Quality of Life

Alves, Helena; Galan-Ladero, M. Mercedes; Rivera, Reynaldo G.

doi:10.1007/978-3-030-83286-5_1

Cited by 5 publications

(2 citation statements)

References 26 publications

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“…Therefore, social marketers can encourage sustainable consumption using cognitive (personal) and environmental factors, which will lead to general well-being (social, environmental and economic), and consequently, lead to better QoL as a subjective measure, but which in turn will also promote the sustainability agenda. Previous studies on this topic have explored these concepts in isolation or incorporated typical theories and constructs, such as goal-framing behaviour, behaviour change and promoting pro-environmental behaviour (Alves et al, 2022;Constantinescu, 2012;Florence et al, 2022;Grummon et al, 2022;Peattie and Peattie, 2010). What distinguishes this study from others is that it extends the SCT by merging the concepts of life satisfaction, individual well-being and QoL (derived from Christie's Nested Model of QoL, 2018) as consequential variables of behaviour change and the long-term benefit it poses to individuals.…”

Section: Proposed Merged Modelmentioning

confidence: 99%

“…The relationship between social marketing and QoL has only recently been applied in areas such as public health and welfare, education, governance and or environmental issues (Alves et al, 2022), however a dearth in literature remains. Constantinescu (2012) reiterates that QoL is influenced by a consumer's consumption decisions, and that social marketing should be regarded as a platform to promote responsible behaviour from both consumers and corporations to increase satisfaction with life.…”

Section: Introductionmentioning

confidence: 99%

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The role of social marketing in promoting quality of life through the lens of sustainable consumption

Christie

Villiers

2023

JSOCM

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Purpose This paper presents a unique conceptual model that promotes behaviour change with the goal of creating a more sustainable conscious society. It aims to provide social marketers with insight on how to influence consumers' buying behaviour, which is often guided by their misperception of what is a good Quality of Life (QoL). Design/methodology/approach By means of a comprehensive, analytical review of relevant literature, this paper took a conceptual approach that included the thematic analysis of data sources such as accredited journal articles, books and other credible published materials. Findings Against the backdrop of South Africa's socio-economic conditions, this model emphasises the crucial role of individual's social and personal environment in shaping behaviour. The role of social marketers is to capitilise on consumers immediate environment to persuade them to consume more sustainably. It further gives way to the long-term, positive consequences of behaviour change on consumer's Quality of Life. The basic premise underlying the conceptual model is eudaimonia, the long-term subjective well-being of consumers, as a result conscientious consumption practices. The authors integrate Bandura's Social Cognitive Theory (1986) and Christie's Nested model of Quality of Life (2018) and presents the Social Cognitive Model of Quality of Life. Research limitations/implications Such an integrative conceptual model can be used to justify policy implications, social marketing strategies and behavioural change for the individual consumer to promote their own subjective QoL while addressing and perhaps mediating the broader social and environmental concerns. However, the application of this concept within an emerging economy, remains to be a challenge, as the awareness around sustainable consumption is still in its infant stage. Originality/value With the rise of globalisation, consumers in emerging economies aspire to portray wealth through the acquisition of materialistic possessions. This is even though the majority live in poverty and cannot sustain a lifestyle that is driven by conspicuous consumption. As a result, social marketers have a significant responsibility to inRuence consumers buying behaviour towards sustainable consumption. This paper presents a model that guides social marketers on how they can encourage pro-environmental behaviour and create a more sustainably conscious society.

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