Promoting Environmentally Sustainable Behaviors Using Social Marketing in Emerging Persuasive Technologies

We argue that social marketing, a strategy that uses techniques from corporate marketing to influence the behavior of target audiences, is a useful framework for thinking about motivating people to enact environmentally sustainable behaviors. We critically examine some pervasive green applications through the lens of social marketing and discuss how we might study various persuasive factors encouraged by social marketers in these domains and in our own research.