The Role of Social Marketing On the Contagion of Environmental Behavior with Emphasis On Emotional Contagion

This study seeks to investigate the role of social marketing on the environmental behaviors contagion based on Andreasen's six-step model in the field of waste segregation. Waste segregation at source, is the first phase of the entire waste management cycle. Waste and how to segregation waste faces several issues that require public participation and change in consumption behavior for the optimal implementation and management of waste. The results of reviewing documents and studies conducted in the field of social marketing show that social marketing has an important and decisive role in changing and modifying the behavior of citizens. To be successful in social marketing, the target group must be identified based on individual, social, economic andcultural characteristics and segmented into geographical location. Given that the emotions in social marketing message can absolutely affect its success, by using subtle emotional expressions in marketing communication we can create emotional contagion that help the message make more viral and have ability to change people consumption preference through transfers of emotion. In order to repeat, consolidate and improve the implementation method, the marketing process, training and implementation process of the project must be continuously accomplished and monitored, and through retesting, mistakes and inefficient solutions can be reduced and waste segregation behavior can be improved and corrected. If grassroots environmental groups, NGOs, and citizens come together and have a consistent relationship with proctor organizations, policymakers will have the tools to change citizenship behavior and provide an alternative to increasing legal and educational campaigns

کلیدواژه ها:

Social contagion ، Social Marketing ، Environmental Behavior ، Social networks ، Emotional contagion