SOCIAL MARKETING IN PROMOTING PRO-ENVIRONMENTAL BEHAVIOUR IN NOT-FOR-
PROFIT ORGANISATIONS: A CASE STUDY OF CONVENTIONAL CHURCHES IN ZIMBABWE

SOCIAL MARKETING IN PROMOTING PRO-ENVIRONMENTAL BEHAVIOUR IN NOT-FOR-
PROFIT ORGANISATIONS: A CASE STUDY OF CONVENTIONAL CHURCHES IN ZIMBABWE

MERCY DUBE

RUKUDZO ALYSON MAWERE

SINOTHANDO TSHUMA

TENDAI TOWO

DELIGHT RUFARO HUNGWE

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.

ZIBEM

2024