Sustainability is a complex challenge that social marketing can assist in achieving. However, with its multidimensional composition and immense depth, the language of sustainability could be misinterpreted and misguide interventions. Examining macro-level literature and reliable yet different sources for information is key to developing effective social marketing programmes. In search of overlapping actions to reduce misinterpretation and misguidance, literature from degrowth and sustainable development as two constructs operating in the sustainability paradigm are thematically analysed according to the internal structure of a nomological network. Maps of each construct provide an overview of the linkages between their antecedents, components, strategies, actions outcomes and end-states from which general similarities and differences emerge. From this in-depth analysis of each construct, we find several actions that show positive overlaps in composition and linkages to their respective nomological networks. Comparing actions reveals a simpler language that is less open to misinterpretation and misguidance for social marketers. It is recommended that social marketers focus on these actions in developing effective social marketing programmes and explore them in greater detail to shape society toward a more sustainable future. We believe the method could be employed to map and better understand other complex phenomena.

中文翻译：

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寻找共同点：绘制可持续发展构造的法理网络以改善社会营销

可持续发展是社会营销可以协助实现的复杂挑战。但是，由于其多层面的组成和巨大的深度，可持续性的语言可能会被误解并误导干预措施。检查宏观文献和可靠而又不同的信息来源是制定有效的社会营销计划的关键。为了减少重叠的行为以减少误解和误导，根据法理网络的内部结构，主题分析了消亡和可持续发展方面的文献，它们是在可持续性范式中运作的两种结构。每个结构的地图概述了它们的前因，组成部分，策略，行动结果和最终状态之间的联系，由此得出普遍的相似点和不同点。通过对每个结构的深入分析，我们发现了一些动作，这些动作在组成和与它们各自的名词网络的联系上表现出正重叠。比较行为揭示了一种更简单的语言，对于社会营销人员而言，它不太容易产生误解和误导。建议社会营销人员在制定有效的社会营销计划时将重点放在这些行动上，并对其进行更详细的探索，以使社会朝着更加可持续的未来发展。我们相信该方法可以用来绘制和更好地理解其他复杂现象。比较行为揭示了一种更简单的语言，对于社会营销人员而言，它不太容易产生误解和误导。建议社会营销人员在制定有效的社会营销计划时将重点放在这些行动上，并对其进行更详细的探索，以使社会朝着更加可持续的未来发展。我们相信该方法可以用来绘制和更好地理解其他复杂现象。比较行为揭示了一种更简单的语言，对于社会营销人员而言，它不太容易产生误解和误导。建议社会营销人员在制定有效的社会营销计划时将重点放在这些行动上，并对其进行更详细的探索，以使社会朝着更加可持续的未来发展。我们相信该方法可以用来绘制和更好地理解其他复杂现象。