European Social Marketing Conference 2026
July 8–10, 2026
MBS School of Business, Montpellier
Design thinking as a lever for social marketing interventions: Evidence from a sustainable food program for French students
Room C1 (First Floor)
Proposed Conference Track
8. Food and the environment
Submission Format
20 Minute Oral Presentation
Programme Listing
This session explores how autonomy-supportive design can enhance the effectiveness of social marketing in mobile apps. Using an experimental road safety campaign, it shows that allowing users to choose which advertisement to view increases enjoyment, improves attitudes toward preventive communication, and strengthens compliance intentions. Attendees will gain actionable insights for designing ethical, engaging, and effective prevention campaigns in digital environments.
Primary Contact
Marie-Claire WILHELM, UGA - CERAG and Grenoble IAE-INP
Presenters
Marie-Claire WILHELM, UGA - CERAG and Grenoble IAE-INP
Authors
Stéphanie VERFAY, Université Lumière Lyon 2, COACTIS
Marie-Claire WILHELM, Univ. Grenoble Alpes, Grenoble INP, CERAG, 38000 Grenoble, France
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