Marketing soial aplicado ao comportamento de doação de leite humano: uma revisão bibliográfica da literatura de 2012 a 2022

Abstract

Marketing is the main promoting weapon of companies, and commerce nowadays, mainly to expand advertising, publicity and food research and mainly, the donation of breast milk in this study. Thus, the objective was to review the maternal milk literature 2012 and 2022, in order to verify the main factors that support the formation of eating habits and behaviors through social marketing. The present study aims to carry out a bibliometric review of the literature on social marketing applied to human milk donation behavior between 2012 and 2022.The results, presented in six main sections: (1) question selection for review; (2) selection of surveys that constitute a sample; (3) representation of the characteristics of the research reviewed; (4) analysis of findings according to the established inclusion determination; (5) interpretation of results and (6) presentation and dissemination of results, from which 6 articles were selected. Finally, it was concluded that the theme of action occurs due to and to the individual moral development, but that it is still modified by the individual, but that they occur in general ways for the creation and development of donation campaigns.