Contribution of social marketing to "medical eco-activities"

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  • 医療のエコ活動に対するソーシャルマーケティングの貢献
  • イリョウ ノ エコ カツドウ ニタイスル ソーシャル マーケティング ノ コウケン

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This paper focuses on "medical eco-activities," a generic term for actions that are friendly to medical resources, and discusses the contributions of social marketing. First, the paper describes the relationship between "medical eco-activity" and the society it aims to create and how social marketing can contribute to it. Then, I present concrete examples of how medical eco-activities can be implemented in society based on social marketing through four case studies. Furthermore, the significance of co-creation will be presented based on the results of qualitative research on social implementation.

Journal

  • 同志社商学

    同志社商学 75 (6), 1093-1121, 2024-03-14

    The Association of Commerce Doshisha University

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