Social Marketing in Promoting Pro-environmental Behaviour in Not-for Profit Organisations: A Case Study of Conventional Churches in Zimbabwe

Abstract

Environmental awareness has become an interesting area of study for organisations since they all strive to contribute to the attainment of sustainable development goals. Social marketing is one of the key strategies that is being harnessed by organisations to promote sustainable consumption and encourage environmental conscious behaviour. This study focused on how conventional churches in Zimbabwe leveraged on social marketing to enhance pro environmental behaviour among their congregates.  The study adopted a qualitative research approach and an exploratory research design in data collection through focus group discussions   and interviews. As the world becomes more aware of consumerism on the environment, organisations were increasingly focusing on sustainability through promoting pro environmental behaviours among consumers. The findings showed that not–for-profit 
organisations like churches were aware of environmental issues and the leaders were also promoting the adoption of environmentally friendly behaviour. It was also found that the leaders were using different communication channels to share information related to environmental issues. However, some study participants indicated that the church had nothing to do with the natural environment. It was recommended that the churches needed to partner with other organisations and stakeholders for effective use of social marketing to promote sustainable behaviour.