Targeting the structural environment at multiple social levels for systemic change: The case of climate change and meat consumption

Abstract

Purpose

This paper aims to explore how the socio-ecological model can be expanded to address wicked problems that are perpetuated by marketing systems through examining the ways the external environment can be targeted.

Design/methodology/approach

The authors used an extended socio-ecological model to provide a framework for social marketers to combat climate change through the food system in the external environment.

Findings

The socio-ecological model is extended to examine how social marketers can influence the micro and macro environment through targeting the physical structure, economic, political and socio-cultural environment of desirable (sustainable) and undesirable (unsustainable) food products.

Practical implications

The authors highlight that social marketers should focus on the various ways the external environment at multiple levels can be targeted to produce systemic change.

Originality/value

This paper broadens the current macro-social marketing knowledge by providing a framework to analyse where and how change can be affected at the various levels of society.

Citation

Kemper, J.A. and Ballantine, P.W. (2020), "Targeting the structural environment at multiple social levels for systemic change: The case of climate change and meat consumption", Journal of Social Marketing, Vol. 10 No. 1, pp. 38-53. https://doi.org/10.1108/JSOCM-02-2019-0024