The role of social marketing in shaping attitudes towards the Sustainable Development Goals (SDGs): evidence from Slovenian consumers

Purpose This study aims to investigate how marketing communication and social marketing principles are associated with Slovenian consumers’ attitudes towards the sustainable development goals (SDGs), with particular attention to psychological and social determinants of support. Design/methodology/approach A cross-sectional online survey was conducted with 502 Slovenian consumers. Exploratory factor analysis and multiple regression models were used to assess the influence of marketing communication strategies, psychological determinants and social factors on SDG-related attitudes. Findings Informative and emotionally engaging marketing strategies were positively associated with consumer support for the SDGs, whereas aesthetic appeal and trust-building showed weaker effects. Eco-labels, eco-friendly packaging and traditional media emerged as the most effective communication channels, while unregulated digital marketing negatively affects credibility. Preference for sustainability reinforces SDG support, while external social pressure may reduce engagement. The findings empirically validate key social marketing principles, including the role of emotional resonance, social influence and message credibility. Research limitations/implications Cross-sectional, self-reported data from Slovenia limit causal inference and generalisability. Longitudinal and cross-national studies are needed to test the robustness of the observed patterns. Practical implications Marketers should prioritise value-driven messaging, leveraging emotional appeals and credible information to strengthen consumer engagement with sustainability initiatives. Social implications The study highlights how social marketing communication can support sustainable consumer behaviour and SDG awareness, informing policymakers and civil society actors. Originality/value The study integrates social marketing and behavioural science within the SDG framework and provides the first nationwide evidence on SDG-related attitudes in a post-communist Eastern European context.