Marketing social y su influencia en fomentar estilos de vida saludables, sector el Prado-Montecristi.

Abstract

This research analyzes the influence of social marketing on healthy lifestyles in El Prado-Montecristi. The objective was to determine how this social marketing impacts the adoption of healthy practices in the community. A mixed methodological approach was applied, with surveys of 382 inhabitants of the PEA of Montecristi, whose results were analyzed using IBM SPSS 25.0. A strong positive correlation was found between social marketing and the adoption of healthy habits, especially in young people between 18 and 25 years of age (42% positive participation). In contrast, those over 42 years of age showed lower receptivity (12%). The importance of factors such as long-term benefits, interdisciplinarity and disease prevention was highlighted. The research highlights the need to segment campaigns according to age, gender and cultural context. It concludes that social marketing is key to transform behaviors and improve community well-being.