Systematic Review of Social Marketing as a Behavior Change Agent in Salt Reduction

The use of social marketing (SM) interventions for salt/sodium reduction has drawn increased attention worldwide. This systematic review investigates the application of social marketing principles to the design, implementation, and evaluation of salt/sodium reduction interventions globally and provides recommendations for future public health practice. Using PRISMA, searches were conducted on PubMed, Web of Science, CINAHL, and PsychInfo, with 51 final studies identified, abstracted, and synthesized using the matrix method. Studies conducted more recently contained a greater number of social marketing benchmark criteria (behavioral focus, formative research, segmentation, exchange, competition, marketing mix, community involvement, and integration). Studies reporting greater success used more benchmark criteria. Community-based initiatives using personalized/localized tactics combined with upstream policy-supported structural measures and management-supported place-based initiatives implemented in hospitals, workplaces, and schools were the most self-reported effective interventions. Future salt/sodium reduction initiatives should apply the full social marketing framework to multilevel interventions designed with culturally responsive community-based processes.