@article{oai:doshisha.repo.nii.ac.jp:02000349,
 author = {瓜生原, 葉子 and Uryuhara, Yoko},
 issue = {6},
 journal = {同志社商学, Doshisha Shogaku (The Doshisha Business Review)},
 month = {Mar},
 note = {本稿では，医療資源にやさしい行動の総称である「医療のエコ活動」に焦点をあて，ソーシャルマーケティングの貢献について論ずる。まず，「医療のエコ活動」が目指す社会を示し，ソーシャルマーケティングがどのように寄与するのか，その関係性を述べる。そのうえで，ソーシャルマーケティングに基づき医療のエコ活動をどのように社会に実装するのかについて，4 つの事例を通して具体的に提示する。さらに，社会実装への定性調査結果から，共創することの意義について示す。, This paper focuses on "medical eco-activities," a generic term for actions that are friendly to medical resources, and discusses the contributions of social marketing. First, the paper describes the relationship between "medical eco-activity" and the society it aims to create and how social marketing can contribute to it. Then, I present concrete examples of how medical eco-activities can be implemented in society based on social marketing through four case studies. Furthermore, the significance of co-creation will be presented based on the results of qualitative research on social implementation., 麻生潤准教授定年退職記念号(Special issue in commemoration of Associate Professor Jun Aso's retirement), application/pdf},
 pages = {1093--1121},
 title = {医療のエコ活動に対するソーシャルマーケティングの貢献},
 volume = {75},
 year = {2024},
 yomi = {ウリュウハラ, ヨウコ}
}