structural:expansion, structural:scholar_edition
Criticisms

For consumers to win, societal marketing must provide them with compelling benefits that increase their overall welfare. What benefits did societal marketing initiative actually provided to consumers? Are there direct benefits such as increased satisfaction with their interaction with commercial or nonprofit organization?Determining whether there is a win situation for society by societal marketing initiative is the most difficult question to be answered. We turn to the two questions proposed by Bloom, Hussien and Szykmann (1995): Is the society better off because of this program? Does corporate involvement result in better performance than if it would have been managed by NGOs or government agencies? Societal marketing is becoming globally popular but there exists a scarcity of research in this field. Therefore, extensive future research is needed particularly investigating questions with respect to its impact on consumer attitudes to corporate image, product image and their purchase intention or brand choice as well as on positive impact on society.