World Social Marketing Conference 2025

This session presents a qualitative study on waste sorting behaviors in Frenchdisadgentaged neibhborhoods (areas with socio-economic difficulties, high unemployment rates, low income and social housing), using the COM-B model. It highlights the structural, social, and motivational barriers residents face, offering insights into how social marketing can better address inequalities in environmental behavior change. Attendees will discover context-specific findings and discuss how to design inclusive, impactful interventions.