Social marketing is a relatively young marketing approach in Hungary in spite of the fact that the country is now facing many social and environmental problems. Therefore, a comprehensive research on social marketing issues was required to identify the major social and environmental issues in...

The level of environmentally conscious behaviour (ECB) in Hungary is still low. In order to increase environmental consciousness in Hungary, ECB must be analysed and understood. Our hypothetical model of ECB was developed on the theory of planned behaviour. After testing our model we found that...