Socially responsible marketing
Contents
Class 1: introduction...............................................................................................................................7
Sustainability......................................................................................................................................7
What is sustainability?....................................................................................................................7
Marketing...........................................................................................................................................9
The connection between sustainability and marketing....................................................................10
Introduction next class: Integration of sustainability in marketing...................................................11
How to make the marketing process more sustainable?..............................................................11
Integration of sustainability in the marketing strategy: importance of system thinking...................12
Class 2: systems thinking......................................................................................................................13
What is system thinking?..................................................................................................................13
From linear thinking to systems thinking......................................................................................13
System..........................................................................................................................................13
Holistic image...............................................................................................................................14
Important concepts..........................................................................................................................14
Properties of a system..................................................................................................................14
Concepts applied in a marketing context..........................................................................................15
A marketing system (example)......................................................................................................15
Systems thinking integrated in the marketing strategy.....................................................................16
Value creation for consumer and society..........................................................................................17
Regenerative sustainability...............................................................................................................17
Circular service ecosystems (what does it mean when sustainability is central in your company?). 20
Class 3: sustainability and marketing mix.............................................................................................21
Integration of sustainability in marketing implementation...............................................................21
Integration of sustainability in the marketing strategy and brand positioning..............................21
Regenerative marketing................................................................................................................22
Integration of sustainability in the customer journey and marketing implementation.................22
Customer journey.............................................................................................................................23
Ecosystem.....................................................................................................................................23
Employees....................................................................................................................................23
Co-creation and sustainability......................................................................................................24
Digitalization and sustainability....................................................................................................24
4P’s of marketing (tools that companies have themselves)..............................................................24
Product.........................................................................................................................................25
1
, Price..............................................................................................................................................26
Distribution/place.........................................................................................................................26
Promotion/communication..........................................................................................................28
Class 4: sustainability and the marketing mix.......................................................................................29
Promotion: sustainability report.......................................................................................................29
ESG................................................................................................................................................29
From voluntary practice to structured reporting..........................................................................30
Challenges and criticism...............................................................................................................30
The European Green Deal as game changer.................................................................................31
CSRD: Corporate Sustainability Reporting Directive......................................................................31
European Sustainability Reporting Standards (ESRS)....................................................................31
Conclusion....................................................................................................................................31
Promotion: social media...................................................................................................................32
Theoretical model of drivers and processes of social media CSR communication effectiveness
(Fernandez, Hartmann, Apaolaza)................................................................................................32
Promotion: labels.............................................................................................................................34
Labels............................................................................................................................................34
Engagement versus guarantee......................................................................................................34
Benefits of labels..........................................................................................................................34
Disadvantages of labels.................................................................................................................34
Smart labels..................................................................................................................................34
Factors hindering the integration of sustainability in marketing.......................................................35
A systemic framework of sustainability in service provision (Koskela-Huotari et al).....................35
Class 5: What is social marketing?........................................................................................................39
Planned social change: the Origin.....................................................................................................39
What is marketing?...........................................................................................................................40
From social advertising to social marketing......................................................................................40
The challenge....................................................................................................................................40
Social marketing: product.................................................................................................................40
Social marketing: promotion............................................................................................................41
Social marketing: place.....................................................................................................................41
Social marketing: price......................................................................................................................41
Challenges: are still defining the field today.....................................................................................42
Fast forward to 1994: sharpening up the field..................................................................................42
Sharper definition.........................................................................................................................42
Analyzing the definition................................................................................................................42
2
, Guidelines (best practices)............................................................................................................43
Social marketing in the societal context...........................................................................................44
Education......................................................................................................................................44
Law...............................................................................................................................................44
Vague boundaries between marketing and education/law..........................................................45
Relevant concepts: self-interest....................................................................................................45
Relevant concepts: primary demand............................................................................................45
Relevant concepts: exchange........................................................................................................46
Using the framework........................................................................................................................46
Three core dimensions (MOA)......................................................................................................46
Conclusion........................................................................................................................................47
Class 6: social marketing (Human decision making: Basic concepts to produce behavioral change)....48
Dual system-theory...........................................................................................................................48
Dual system-theory and behavior.....................................................................................................48
Basic operation.............................................................................................................................48
Conflict en immediacy illustration....................................................................................................49
Experiment: choice of apartment (Chang and Pham (2012))........................................................49
Relevant considerations................................................................................................................49
Social Marketing...............................................................................................................................50
Dual-systems theory in action (Shiv, B., & Fedorikhin, A. (1999)).....................................................51
Study 1..........................................................................................................................................51
Study 2..........................................................................................................................................53
Conclusion....................................................................................................................................53
The effects of appetitive stimuli on out-of domain consumption impatience (Li, X. (2008))............53
Experiment 1................................................................................................................................54
Experiment 2................................................................................................................................54
Overal summary of this section........................................................................................................55
Class 7: Using social marketing to reduce waste...................................................................................55
Background.......................................................................................................................................55
Circular and sharing economy..........................................................................................................56
Implementing a community-based social marketing program to increase recycling (Haldeman, T. &
J.W. Turner (2009))............................................................................................................................56
Whatever people say I am, that's what I am: Social labeling as a social marketing tool (Cornelissen
G. et al. (2007)).................................................................................................................................59
Study 1..........................................................................................................................................61
Study 2..........................................................................................................................................62
3
, Study 3..........................................................................................................................................63
Study 3: part 2..............................................................................................................................64
Study 4..........................................................................................................................................65
Conclusion....................................................................................................................................66
Field study: using social labels to boost the use of PT..................................................................66
The introduction of a single-use carrier bag charge in Wales: Attitude change and behavioral spill-
over effects (Poortinga, W., Whitmarsch, L. & Suffolk, C. (2013)).....................................................66
Class 8: Saving Energy: feedback, community, and communication to motivate households to reduce
energy consumption.............................................................................................................................69
Burchell, K., Rettie, R., & Roberts, T. C. (2016). Householder engagement with energy consumption
feedback: the role of community action and communications.........................................................69
Energy consumption feedback: brief overview of literature.........................................................69
More than information: just feedback is not enough...................................................................70
Project: smart communities..........................................................................................................70
Tackeling environmental problems with the help of behavioral insights (energy conservation).......71
Introduction..................................................................................................................................71
Promoting energy conservation....................................................................................................71
Encouraging investment in energy efficiency................................................................................73
Encouraging the use of energy from renewable sources..............................................................74
Conclusion....................................................................................................................................75
Class 9: Sustainable food consumption.................................................................................................75
What is sustainable food consumption?...........................................................................................75
Climate change & Environment........................................................................................................75
Health...............................................................................................................................................76
Social marketing & food....................................................................................................................76
Intervention types............................................................................................................................76
Ineffectiveness or backfiring.............................................................................................................79
Paper: Sleboda, P., De Bruin, W. B., Gutsche, T., & Arvai, J. (2024)...................................................79
Paper: Van Der Meer, M., Schruff-Lim, E. M., Onwezen, M. C., & Fischer, A. R. H. (2025).................80
Study 1A.......................................................................................................................................80
Study 1B........................................................................................................................................80
Paper: Severijns, R., Asanov, I., Streukens, S., Bruns, S. B., Moleman, P., Brouwer, J., ... & Lizin, S.
(2024)...............................................................................................................................................81
Class 10: sustainable transport.............................................................................................................82
Background figures...........................................................................................................................82
Transport includes:.......................................................................................................................82
Zahavi & Talvitie, 1980..................................................................................................................83
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Contents
Class 1: introduction...............................................................................................................................7
Sustainability......................................................................................................................................7
What is sustainability?....................................................................................................................7
Marketing...........................................................................................................................................9
The connection between sustainability and marketing....................................................................10
Introduction next class: Integration of sustainability in marketing...................................................11
How to make the marketing process more sustainable?..............................................................11
Integration of sustainability in the marketing strategy: importance of system thinking...................12
Class 2: systems thinking......................................................................................................................13
What is system thinking?..................................................................................................................13
From linear thinking to systems thinking......................................................................................13
System..........................................................................................................................................13
Holistic image...............................................................................................................................14
Important concepts..........................................................................................................................14
Properties of a system..................................................................................................................14
Concepts applied in a marketing context..........................................................................................15
A marketing system (example)......................................................................................................15
Systems thinking integrated in the marketing strategy.....................................................................16
Value creation for consumer and society..........................................................................................17
Regenerative sustainability...............................................................................................................17
Circular service ecosystems (what does it mean when sustainability is central in your company?). 20
Class 3: sustainability and marketing mix.............................................................................................21
Integration of sustainability in marketing implementation...............................................................21
Integration of sustainability in the marketing strategy and brand positioning..............................21
Regenerative marketing................................................................................................................22
Integration of sustainability in the customer journey and marketing implementation.................22
Customer journey.............................................................................................................................23
Ecosystem.....................................................................................................................................23
Employees....................................................................................................................................23
Co-creation and sustainability......................................................................................................24
Digitalization and sustainability....................................................................................................24
4P’s of marketing (tools that companies have themselves)..............................................................24
Product.........................................................................................................................................25
1
, Price..............................................................................................................................................26
Distribution/place.........................................................................................................................26
Promotion/communication..........................................................................................................28
Class 4: sustainability and the marketing mix.......................................................................................29
Promotion: sustainability report.......................................................................................................29
ESG................................................................................................................................................29
From voluntary practice to structured reporting..........................................................................30
Challenges and criticism...............................................................................................................30
The European Green Deal as game changer.................................................................................31
CSRD: Corporate Sustainability Reporting Directive......................................................................31
European Sustainability Reporting Standards (ESRS)....................................................................31
Conclusion....................................................................................................................................31
Promotion: social media...................................................................................................................32
Theoretical model of drivers and processes of social media CSR communication effectiveness
(Fernandez, Hartmann, Apaolaza)................................................................................................32
Promotion: labels.............................................................................................................................34
Labels............................................................................................................................................34
Engagement versus guarantee......................................................................................................34
Benefits of labels..........................................................................................................................34
Disadvantages of labels.................................................................................................................34
Smart labels..................................................................................................................................34
Factors hindering the integration of sustainability in marketing.......................................................35
A systemic framework of sustainability in service provision (Koskela-Huotari et al).....................35
Class 5: What is social marketing?........................................................................................................39
Planned social change: the Origin.....................................................................................................39
What is marketing?...........................................................................................................................40
From social advertising to social marketing......................................................................................40
The challenge....................................................................................................................................40
Social marketing: product.................................................................................................................40
Social marketing: promotion............................................................................................................41
Social marketing: place.....................................................................................................................41
Social marketing: price......................................................................................................................41
Challenges: are still defining the field today.....................................................................................42
Fast forward to 1994: sharpening up the field..................................................................................42
Sharper definition.........................................................................................................................42
Analyzing the definition................................................................................................................42
2
, Guidelines (best practices)............................................................................................................43
Social marketing in the societal context...........................................................................................44
Education......................................................................................................................................44
Law...............................................................................................................................................44
Vague boundaries between marketing and education/law..........................................................45
Relevant concepts: self-interest....................................................................................................45
Relevant concepts: primary demand............................................................................................45
Relevant concepts: exchange........................................................................................................46
Using the framework........................................................................................................................46
Three core dimensions (MOA)......................................................................................................46
Conclusion........................................................................................................................................47
Class 6: social marketing (Human decision making: Basic concepts to produce behavioral change)....48
Dual system-theory...........................................................................................................................48
Dual system-theory and behavior.....................................................................................................48
Basic operation.............................................................................................................................48
Conflict en immediacy illustration....................................................................................................49
Experiment: choice of apartment (Chang and Pham (2012))........................................................49
Relevant considerations................................................................................................................49
Social Marketing...............................................................................................................................50
Dual-systems theory in action (Shiv, B., & Fedorikhin, A. (1999)).....................................................51
Study 1..........................................................................................................................................51
Study 2..........................................................................................................................................53
Conclusion....................................................................................................................................53
The effects of appetitive stimuli on out-of domain consumption impatience (Li, X. (2008))............53
Experiment 1................................................................................................................................54
Experiment 2................................................................................................................................54
Overal summary of this section........................................................................................................55
Class 7: Using social marketing to reduce waste...................................................................................55
Background.......................................................................................................................................55
Circular and sharing economy..........................................................................................................56
Implementing a community-based social marketing program to increase recycling (Haldeman, T. &
J.W. Turner (2009))............................................................................................................................56
Whatever people say I am, that's what I am: Social labeling as a social marketing tool (Cornelissen
G. et al. (2007)).................................................................................................................................59
Study 1..........................................................................................................................................61
Study 2..........................................................................................................................................62
3
, Study 3..........................................................................................................................................63
Study 3: part 2..............................................................................................................................64
Study 4..........................................................................................................................................65
Conclusion....................................................................................................................................66
Field study: using social labels to boost the use of PT..................................................................66
The introduction of a single-use carrier bag charge in Wales: Attitude change and behavioral spill-
over effects (Poortinga, W., Whitmarsch, L. & Suffolk, C. (2013)).....................................................66
Class 8: Saving Energy: feedback, community, and communication to motivate households to reduce
energy consumption.............................................................................................................................69
Burchell, K., Rettie, R., & Roberts, T. C. (2016). Householder engagement with energy consumption
feedback: the role of community action and communications.........................................................69
Energy consumption feedback: brief overview of literature.........................................................69
More than information: just feedback is not enough...................................................................70
Project: smart communities..........................................................................................................70
Tackeling environmental problems with the help of behavioral insights (energy conservation).......71
Introduction..................................................................................................................................71
Promoting energy conservation....................................................................................................71
Encouraging investment in energy efficiency................................................................................73
Encouraging the use of energy from renewable sources..............................................................74
Conclusion....................................................................................................................................75
Class 9: Sustainable food consumption.................................................................................................75
What is sustainable food consumption?...........................................................................................75
Climate change & Environment........................................................................................................75
Health...............................................................................................................................................76
Social marketing & food....................................................................................................................76
Intervention types............................................................................................................................76
Ineffectiveness or backfiring.............................................................................................................79
Paper: Sleboda, P., De Bruin, W. B., Gutsche, T., & Arvai, J. (2024)...................................................79
Paper: Van Der Meer, M., Schruff-Lim, E. M., Onwezen, M. C., & Fischer, A. R. H. (2025).................80
Study 1A.......................................................................................................................................80
Study 1B........................................................................................................................................80
Paper: Severijns, R., Asanov, I., Streukens, S., Bruns, S. B., Moleman, P., Brouwer, J., ... & Lizin, S.
(2024)...............................................................................................................................................81
Class 10: sustainable transport.............................................................................................................82
Background figures...........................................................................................................................82
Transport includes:.......................................................................................................................82
Zahavi & Talvitie, 1980..................................................................................................................83
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