واکاوی نقش کمپین‌های تبلیغاتی زیست‌محیطی در ترویج رفتارهای شهروندی زیست‌محیطی: ارائه چارچوب به‌کارگیری بازاریابی اجتماعی

تغییرات اقلیمی، یکی از بزرگ‌ترین چالش های دوران ما است. کمپین های تبلیغاتی زیست‌محیطی ارائه‌شده در رسانه های جمعی می توانند انطباق با سیاست های زیست‌محیطی مرتبط با تغییرات اقلیمی را در بین شهروندان افزایش دهند؛ اما تاکنون در مطالعات پیشین،  به اثربخشی کمپین های تبلیغاتی زیست محیطی مبتنی بر چارچوب بازاریابی اجتماعی پرداخته نشده است. مطالعه‌ی حاضر با هدف ارائه‌ی چارچوب به‌کارگیری بازاریابی اجتماعی مبتنی بر اثربخشی کمپین های تبلیغاتی زیست محیطی بر رفتارهای شهروندی زیست‌محیطی انجام‌گرفته است. در این پژوهش با رویکرد کیفی و با استفاده از روش ترکیب چارچوب، به تحلیل داده های حاصل از مرور نظام مند 41 مقاله منتخب از بین تمامی تولیدات علمی دو دهه‌ی اخیر در حوزه‌ی موردمطالعه نمایه شده در پایگاه استنادی اسکوپوس، وب آو ساینس و گوگل اسکالر پرداخته‌شده است. بر اساس نتایج مطالعه‌ی مروری انجام‌شده، شواهد تحقیقاتی در مورد تاثیر سوگیری های شناختی (تنزیل، ادراکات کنترل، انکار، اجتناب تدافعی و واکنش)، احساسات (ترس و امید) و انتظارات (در مورد نیت های منبع ارتباطی و هنجارهای اجتماعی) بر اثربخشی تبلیغاتی کمپین های زیست‌محیطی، به‌عنوان ابزاری برای ترویج رفتارهای شهروندی زیست‌محیطی ارائه‌شده است و می توان نتیجه گیری کرد که اگر فرآیندهای اجتماعی و روان‌شناختی در طراحی کمپین های تبلیغاتی زیست‌محیطی نادیده گرفته شود، پیام های این کمپین ها می توانند نتیجه‌ی معکوسی داشته باشند. همچنین در چارچوب به‌کارگیری بازاریابی اجتماعی، باید از معیارهای محک زنی به‌عنوان راهنمای عمل و از روش‌های جدید ازجمله تکنیک های بازاریابی عصبی در پژوهش های تکوینی مربوط به طراحی، اجرا و ارزیابی برنامه بازاریابی اجتماعی زیست‌محیطی برای درک موانع و مزایای رفتار هدف قابل‌تغییر استفاده شود.

analyzing the role of environmental advertising campaigns in promoting environmental citizenship behaviors: providing a framework for applying social marketing

1.aim and introduction: different governments formulate specific environmental policies that cover different social levels to limit the impact of climate change. because, according to international studies, global warming is increasing, countries are not meeting key goals in global climate agreements, and humans must act quickly to avoid a climate change catastrophe. social marketing can provide an effective approach to design and implement environmental programs, which can help how governments and government departments develop and choose public policies. social marketing can also create lasting relationships with citizens and other stakeholder organizations. in addition, social marketing researchers can make a major contribution by developing and empirically evaluating usable strategies (interventions) to support the achievement of environmental sustainable development goals (sdg). according to the social marketing approach, in addition to market based regulations and incentives, policymakers can use environmental advertising campaigns to encourage compliance with environmental policies. therefore, according to the explanations provided, since reducing and adapting to global warming is one of the most important issues of the current human era, in this study, by analyzing the role of social marketing based on the effectiveness of environmental advertising campaigns in promoting environmental citizenship behaviors, a structured overview of when, why and how environmental advertising campaigns can improve environmental citizen behavior is presented. also, a critical analysis of previous social marketing research on how to achieve changes in environmental citizen behavior and recommendations for social marketing researchers and professionals on how to design and implement social marketing programs based on effective environmental advertising campaigns at the individual level and also, how to use environmental advertising campaigns more persuasively is provided. the basic question of this research is what is the framework of using social marketing in the role of environmental advertising campaigns in promoting environmental citizenship behaviors?methodology: the present study is a mixed method qualitative research that employed the &framework synthesis& method, a subset of the design science paradigm. framework synthesis is a systematic review method that has gained popularity in recent studies by adapting framework analysis techniques. unlike inductive approaches, framework synthesis utilizes a deductive approach. the framework synthesis process consists of five steps: familiarization, selection of the framework, indexing, diagramming and mapping, and interpretation.finding: although many environmental social marketing programs claim to utilize the community based social marketing (cbsm) framework in their design, they often do not fully implement cbsm principles at either the academic or professional level. consequently, many programs fail to achieve the desired impact, resulting in limited effectiveness. this study analyzes and highlights specific weaknesses related to the application of the cbsm framework in previous environmental social marketing initiatives. it presents research evidence on the influence of cognitive biases—such as reduction, perceptions of control, denial, defensive avoidance, and reaction—along with emotions like fear and hope, and expectations regarding the intentions of communication sources and social norms, on the effectiveness of environmental advertising campaigns. these findings serve as a tool to promote environmentally responsible behaviors. if social and psychological processes are overlooked in the design of environmental advertising campaigns, the messages conveyed may yield counterproductive results. furthermore, within the framework of social marketing, benchmarking criteria should be employed as a guide for the design, implementation, and evaluation of environmental social marketing programs. additionally, innovative methods, including neuromarketing techniques such as eeg, emg, et, fnirs, and fmri, should be integrated into formative research, along with new theories to better understand the barriers and benefits associated with target behaviors.discussion and coclusion: effective interventions that promote environmental citizenship behavior should target specific actions and audiences. they must be designed based on robust theoretical frameworks to address obstacles and highlight benefits. this includes developing tailored strategies informed by previous stages, conducting experimental studies, and implementing large scale interventions and evaluations. consequently, this study addresses criticisms from some authors regarding the perceived ineffectiveness of social marketing in combating climate change. while social marketing is often viewed as a framework for creating behavior change programs, it is not always effective in modifying behavior directly. additionally, the results indicate that it is essential to consider psychological and social barriers when implementing environmental campaigns.the involvement of celebrities—such as musicians, actors, athletes, and subject matter experts—in the design of environmental advertising campaigns is recommended. additionally, employing innovative methods in formative research and new theories to comprehend the barriers and advantages of the target audience’s behavior can provide valuable insights for planners and policymakers.persuasive technology, including immersive technologies like virtual reality (vr) and computer games, presents innovative opportunities to promote environmental citizenship. although these technologies have been developed and have become increasingly prevalent in recent years, further research is necessary to comprehend their potential impact on individuals’ actions in social marketing and environmental citizenship behavior.