Social Marketing Quarterly

Since the beginning of the century, there have been important developments at the intersection of social marketing and environmental sustainability, particularly considering issues such as waste management, energy efficiency, or water conservation. One area that has had very limited attention in the social marketing literature has been biodiversity conservation, defined as the management of diversity of life on Earth with the aim of protecting species, ecosystems, and their interactions from excessive rates of extinction (Hunter & Gibbs, 2007).