Social marketing and pro-environmental behaviour: An approach from neuroscience and new technologies
Speaker: Dr. Carla Rodriguez-Sanchez, Associate Professor of Marketing, University of Alicante
Date: Thursday 25 January 2024, 11am - 12.30pm
Location: Online
Organiser: University of York
Seminar Details
The seminar "Social Marketing and Pro-environmental Behaviour: An Approach from Neuroscience and New Technologies" critically examines climate change and its connection to human consumption, emphasising the significant impact of household behaviours. It presents two ongoing studies. The first integrates Community-Based Social Marketing and Goal-Frame Theory with cutting-edge research methods like functional magnetic resonance imaging (fMRI) to dissect and amplify the efficacy of pro-environmental messages and initiatives. This holistic strategy is designed to yield practical insights for crafting more effective communication tactics that promote environmentally conscious behaviours in individuals and communities. The second study further enriches the dialogue by investigating the real-world application of social marketing in environmental preservation, focusing specifically on water conservation and the influential role of social media influencers.
About the speaker
Dr. Carla Rodriguez-Sanchez is an Associate Professor of Marketing at the University of Alicante, Spain. She is on the Board of Directors of the International Social Marketing Association (iSMA) and the European Social Marketing Association (ESMA). She collaborates with the NGO Ayuda en Acción in research studies on climate change and youth, and also participates as a volunteer in social inclusion and female entrepreneurship programs. Furthermore, she has extensive experience in teaching and researching various topics related to social marketing. Her main line of research focuses on the study of consumer behaviour in the areas of social marketing and sustainable tourism, particularly on the conservation of natural resources and the behaviour of young people regarding different addictions. She has published in refereed academic journals such as the Journal of Environmental Psychology, Environmental Research, Waste Management, Journal of Sustainable Tourism, Journal of Hospitality and Tourism Management; Resources, Conservation and Recycling; Journal of Destination Marketing & Management, British Journal of Social Psychology, Journal of Social Marketing, among others.