The Role of Social Marketing in Fostering Children's Awareness of the Built Environment: A Conceptual Study in the Arab Region

Abstract

This study examines the role of social marketing in enhancing children's awareness of the built environment and fostering their sense of urban belonging in the Arab region. It argues that marketing, when used as an educational and social tool rather than a commercial one, can positively influence children's environmental attitudes and civic behavior.

Adopting a conceptual approach, the study draws on theoretical insights from social learning, place attachment, and environmental communication to analyze how storytelling, participatory campaigns, and culturally sensitive messages can strengthen children's emotional and cognitive connection with urban spaces.

The paper also discusses key challenges, such as measuring long-term impacts, avoiding the commercialization of environmental messages, and adapting campaigns to local contexts. Based on its findings, the study offers practical recommendations, including designing localized awareness programs, involving children in community-based projects, and using digital media responsibly.

In conclusion, social marketing can play a strategic role in shaping child-friendly and sustainable cities by empowering young citizens to understand, engage with, and contribute to their urban environments.