Addressing food waste with a socio-cultural approach to social marketing

IF 3.1 4区 管理学 Q2 BUSINESS
Ulla-Maija Sutinen
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引用次数: 0

Abstract

Purpose

The paper aims to elucidate the potential of a socio-cultural approach to social marketing. Drawing on a practice-theoretical understanding of change, the paper discusses how a socio-cultural approach can inform social marketing and enhance the possibilities of the field to address complex, multifaceted issues that require changes beyond the individual.

Design/methodology/approach

While the paper is conceptual in nature, it uses an illustrative example of food waste as the basis for an investigation of what a socio-cultural approach, rooted in practice-theoretical understanding of change, means for social marketing.

Findings

The paper is conceptual in nature but highlights new opportunities for social marketing connected to a socio-cultural approach foregrounding practice changes. The paper introduces potential roles that social marketers can adopt to initiate and support practice changes in the context of food waste.

Practical implications

The paper emphasises the importance of focussing on the socio-culture and practices connected to the issue in question, both when scoping for insight and when developing the ways to address it.

Originality/value

By integrating a practice-theoretical understanding of change, social marketing and food waste literature, the paper offers novel insights about the potential of adopting a socio-cultural approach to social marketing. The paper discusses a socio-cultural approach to social marketing in context, emphasising the roles social marketers can play in practice changes.

用社会文化方法解决食物浪费的社会营销
目的本文旨在阐明社会文化方法对社会营销的潜力。借鉴对变化的实践理论理解,本文讨论了社会文化方法如何为社会营销提供信息,并增强该领域解决复杂的、多方面的问题的可能性,这些问题需要超越个人的变化。设计/方法/方法虽然这篇论文本质上是概念性的,但它使用了一个食物浪费的说明性例子,作为调查社会文化方法的基础,植根于对变化的实践理论理解,对社会营销意味着什么。该论文本质上是概念性的,但强调了与社会文化方法有关的社会营销的新机会,前景实践变化。本文介绍了潜在的角色,社会营销人员可以采取发起和支持实践变化在食物浪费的背景下。实际意义本文强调了关注与问题相关的社会文化和实践的重要性,无论是在寻找洞察力的范围还是在开发解决问题的方法时。原创性/价值通过整合对变革,社会营销和食物浪费文献的实践理论理解,本文提供了关于采用社会文化方法进行社会营销的潜力的新颖见解。本文讨论了社会文化的社会营销方法的背景下,强调社会营销人员可以在实践变化中发挥的作用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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