Does It Work for Biodiversity? Experiences and Challenges in the Evaluation of Social Marketing Campaigns.
There is a growing realization among conservationists that human behavior is the main driver of all key threats to biodiversity and the environment. This realization has led to an escalation of the efforts to influence human behavior toward the adoption of more sustainable alternatives, more recently through the use of social marketing theory and tools. However, these initiatives have traditionally suffered from a lack of robust impact evaluation, which limits not only accountability but also a practitioner's ability to learn and improve over time.
Diogo Veríssimo, Annalisa Bianchessi, Alejandro Arrivillaga, Fel Ceasar Cadiz, Roquelito Mancao, Kevin Green. Does It Work for Biodiversity? Experiences and Challenges in the Evaluation of Social Marketing Campaigns. Social Marketing Quarterly.
Published: Oct 2017 | Categories: Research Articles
Join & Contact us
11a Mansfield Rd
Oxford OX1 3SZ