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

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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.

Original languageEnglish
Pages (from-to)256-274
JournalJournal of Social Marketing
Volume12
Issue number2
DOIs
Publication statusPublished - 2022
Publication typeA1 Journal article-refereed

Keywords

  • Practice theories
  • Social change
  • Social marketing theory
  • Socio-cultural approach
  • Strategic social marketing
  • Sustainability
  • Sustainable food
  • Sustainable food consumption

Publication forum classification

  • Publication forum level 1

ASJC Scopus subject areas

  • Marketing

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