... reusable cup interventions designed to reduce single use cup usage. Theoretically, we contribute using the Community-Based Social Marketing (CBSM) framework and benchmark criteria proposed by Lynes et al. (2014) . Practically, we provide practitioners with key take home messages about what...

... goal of this paper is to ignite further empirical investigation of social marketing for sustainability by first presenting benchmark criteria for one social marketing model – community-based social marketing (CBSM) – and second, applying this framework to the case study of musician Jack Johnson’s “All...