Community-based Social Marketing, Additional Instrument of Traditional Public Policies’ Instruments: Case study – Controlling Air Pollution in Romania

摘要

The major macroeconomic changes occurred in the last years at global level represent real challenges for contemporary governments which had to rethink their public policies for getting a real impact on citizens’ behaviour.In this paper, we explore the instruments promoted by social marketing, especially the communitybased social marketing, and the goal is to analyze its potential to foster the behaviour change. The analysis reside in the investigation the capability of Romanian public authorities to use community – based social marketing in order to supplement the traditional instruments used to influence the citizens’ behaviour relate to atmospheric protection, in particular, to control the air pollution.