European Social Marketing Conference 2024

2. Planetary health: Environment and sustainability

Environment & sustainability

Integrated marketing communications (IMC) is important in achieving pro-social behaviour goals, but what does it mean to do IMC in pro-environmental behaviour change campaigns?

This research addresses the idea of consistency in communicating the brand promise in the context of social marketing campaigns addressing the issue of single-use plastics. Findings from interviews with social marketing practitioners and the analysis of three IMC campaigns will be discussed.