SOCIAL MARKETING: PROMOTING A CHANGE IN PUBLIC BEHAVIOUR. A CASE STUDY OF COMPANY "RIGAS MEZI"

Social marketing is often used in public administration and in the activities of NGOs, for example in health care, traffic safety, anti-corruption etc, but there is a lack of case studies on the design of these campaigns, the methods used, as well as the results achieved. However, public administration and NGOs are not the only ones that can use social marketing to change the social order, since in business too, public opinion and action often affect and influence companies in various sectors that work in the public interest or manage state and municipal property.
The aim of the study is to develop a concept for the implementation of social marketing campaigns, based on theoretical knowledge about social marketing and empirical data analysis. In order to achieve the objective of the study, the monographic method, the document analysis, the secondary data analysis, the contextual analysis and the quantitative data analysis to find out consumers' views on social marketing and what tools would encourage behaviour change. Based on the findings of the study, a concept was developed for the future implementation of social marketing campaigns.
Findings. It was concluded that educational/informative materials, real experience stories, statistics and facts, increasing penalties and legal liability, as well as the introduction of new solutions, such as the deposit system for new groups of consumer goods, contribute to a change in social behavior. Company "Rigas mezi" needs to focus on reducing pollution, preserving and enhancing natural values and reducing forest fires. Based on the theoretical and practical research, the authors developed a social marketing impact process, which is presented as a theoretical social marketing impact scheme.