Adapting Bronfenbrenner’s Bio-ecology Theory to Enhance Social Marketing

Social marketing has been criticised for mainly focusing on the individual and not wider environmental influences. This issue is being challenged by scholars of the domain who are now investigating the impact of incorporating ecological models within it. Bronfenbrenner’s bio-ecological theory is one that is widely used in other disciplines. This study utilises a mixed methods approach with a single case study: examining why individuals living with diabetes chose to attend (or not) a structured education course (the social marketing programme) in England. It examines the attitudes of the patients, healthcare professionals and administrators of the NHS. The research identified that many of the propositions held within the bio-ecological theory are highly relevant to social marketing: they provide a means of explaining the antecedents of why individuals chose to engage in behaviour change programmes. Further studies will be required to test the macro and time elements of the bio-ecology theory.

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