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Advisor(s)
Abstract(s)
In today’s world, events are used as a mean to achieve an array of objectives
including changing behaviours. This chapter asserts the importance of
marketing in encouraging sustainable behaviours by children through events.
Thus, it examines the most effective way of marketing to contribute to shift
behaviours in a young age having events as an ally. The question that poses
is how marketing and more specifically social marketing can help to plan,
create, design and promote sustainable events for children. Bearing that in
mind, and based on a semi-systematic literature review, one developed a
comprehensive conceptual framework intending to show how it is possible to
encourage sustainable children’s behaviour through events. Results suggest
that social marketing can play a significant role in changing children’s
behaviour towards sustainability. It is argued that there is a creation of
‘value’ even that behaviour change is only temporary. Furthermore, it is
suggested that social marketing represents a viable approach when seeking to
educate children and change their behaviours towards the adoption of more
sustainable practices. This chapter advances theoretical knowledge by
offering a conceptual framework and by suggesting a way forward in marketing
sustainable events for children.
Description
Keywords
Marketing Social marketing Sustainable events Children Sustainable development Framework
Pedagogical Context
Citation
Martins, Marco; Guerra, Ricardo Jorge da Costa; Santos, Lara; Lopes, Luisa (2023). Marketing sustainable events for children. In Events management for the infant and youth market. Emerald Publishing. p. 39-51. ISBN 978-1-80455-691-7
Publisher
Emerald Publishing