This study is a conceptual paper and highlights perspectives to
understand social marketing as an approach to bring about voluntary and
socially desirable consumer behavior. The perspective is considered as
an alternative way to comprehend consumer behavior change for good as a
multi-factor driven action. Hence, social marketing is also considered
as a discipline that can be analyzed from multiple perspectives
including a behavioral change perspective and a relationship
perspective. Each perspective is elaborated by doing a review of
existing literature and research. This study shows that social marketing
is not only the application of marketing programs to shape consumer
behavior, but also a process involving individual, society, and
government to make a better life of society. [ABSTRACT FROM AUTHOR]