1. Introduction Social marketing is the use of commercial marketing principles and techniques to improve the welfare of people, economic, social and environment in which they live. It uses strategies and apply theories to change individual’s behavior. The market for animal experimentation was developed in the 19th century and following this development, there are currently 6.5 million animals used annually in inhumane experimentations in Australia Despite animals being tortured and harmed during such experiments, the lack of public pressure or the general social denial often leaves animals in a space where no attention is paid towards their plight. This report will be focusing on this issue. The existing campaigns and its effectiveness in …show more content…
Also, an individual's behavior may change their environment and the way he thinks or feels. Social cognitive theory focuses on the interactions between these factors. By using the hypothesized to determine behavioral change, one can argue that assuming that if the benefits of stopping the use of experimentation of animals in product testing outweighs the cost as projected by the companies, people are likely to take preventive actions or realize the social efficiencies of such practices. For example, if the belief and knowledge towards animal experiment in the environment have been developed and accepted by the general public, it interacts with an individual’s behavior and his personal factors, his thought will be changed and action will be altered. 4.2 Theory of reasoned action The theory of reasoned action concluded that social pressure and attitude helps to shape an individual’s intention and moral compass, by signaling to companies and thus the scientist that conducting animal experiments are unethical. In addition, this would also increase society’s efforts in enacting relevant laws to determine the rights of animals in our society and educate the general