Targeting the structural environment at multiple social levels for systemic change

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.