Resumen
En este artículo se trata el potencial que el marketing social tiene para ejercer una influencia significativa sobre los comportamientos humanos que se consideran inadecuados o negativos para el medio ambiente. Para ello se propone desarrollar un nuevo concepto, el denominadomarketing socioambiental, derivado de la concepción excesivamente antropocéntrica que, a juicio del autor, tiene actualmente el marketing social, y cuyo objetivo final se vincula a la obtención de algón beneficio para las personas. Frente a este planteamiento, el marketing socioambiental persigue como objetivo la mejora de la biodiversidad y el desarrollo sostenible en el planeta, pero fijando la atención en los comportamientos humanos que afectan a los recursos y a las especies, siendo aquéllos y éstas el objeto de atencién preferente.
Abstract
This article is related to the potential that social marketing has in order to influence significatively on those human behaviours that are considered to be inadequate or negative for the environment. At this point it is suggested to develop a new concept, the so calledsocioenvironmental marketing, coming from the excessively anthropocentric conception that, according to the author’s judgement, nowadays social marketing has, whose final aim links itself to obtain some benefit for people. On the other hand, the socioenvironmental marketing tries to obtain the improvement of biodiversity and sustainable development on the planet, but fixing attention on human behaviours concerning resources and living species, being the former and the latter the subject of preferential atention.
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Franco, J.J.MT. Marketing socioambiental: Un nuevo paso en el desarrollo del marketing social. Int Rev Public Nonprofit Marketing 1, 139–153 (2004). https://doi.org/10.1007/BF02896622
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DOI: https://doi.org/10.1007/BF02896622
Palabras Clave
- Marketing social
- marketing socioambiental
- medio ambiente
- biodiversidad
- recursos naturales
- comportamiento sostenible