This book examines sustainability through the lens of social marketing, highlighting its potential to foster responsible consumption and sustainable lifestyles in alignment with the Sustainable Development Goals (SDGs). It opens with a foundational theoretical chapter that explores the principles of social marketing and its connection to sustainability. The core of the book features 21 international case studies that showcase real-world applications of social marketing strategies across diverse contexts. These case studies are designed not only to inform but also to serve as practical tools for teaching and learning. Ideal for use in classrooms and academic settings, the book also supports research methodology development by offering rich, contextualized examples of applied social marketing in action.

Enrique C. Bianchi is a Professor of Marketing in the Department of Administration and Information Technology (DATI) at the Universidad Católica de Córdoba, Argentina. Holding a PhD, Dr. Bianchi teaches courses in Fundamentals of Marketing and Consumer Behavior, and also serves as a postgraduate instructor in Market Research, Agribusiness, and Global Marketing at various universities across Argentina and Latin America. Dr. Bianchi’s research focuses on environmental behavior, responsible and sustainable consumption, Corporate Social Responsibility (CSR), and social marketing.

M. Mercedes Galan-Ladero is an Associate Professor in the Department of Business Management and Sociology at the University of Extremadura, Spain, where Dr. Galán-Ladero teaches marketing courses. Their current research interests include social marketing, cause-related marketing, CSR, ethnocentrism, local food products, and their internationalization.

Helena Alves is a full-time Professor in the Department of Business and Economics at the University of Beira Interior, Portugal, where Dr. Alves teaches at the undergraduate, master's, and doctoral levels. Dr. Alves is also a researcher at the Centre for Research in Business Sciences. Their areas of expertise include Social Marketing, Services Marketing, Educational Marketing, Student Satisfaction, Public Marketing, and Relationship Marketing.