European Social Marketing Conference 2026

2. Planetary health: Environment and sustainability

20 Minute Oral Presentation

This presentation explores how value co-creation in sustainable agricultural services shapes actor engagement and service system well-being across micro, meso, and macro levels. Drawing on a mixed-methods study, it combines consumer survey findings with qualitative insights from a conservation agriculture initiative. The session offers theoretical and practical implications for advancing sustainable agriculture through multi-actor collaboration and systemic social marketing approaches.