Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing (Third Edition)

Front Cover
New Society Publishers, Feb 1, 2011 - Business & Economics - 192 pages

The highly acclaimed manual for changing everyday habits-now in an all-newthird edition!

We are consuming resources and polluting our environment at a rate that is outstripping our planet's ability to support us. To create a sustainable future, we must not only change our own actions, we must educate and encourage those around us to change theirs. If one individual recycles his plastic containers, the impact is minimal. But if an entire community recycles, enormous amounts of resources are saved.

How then do we go about transforming people's good intentions into action? Fostering Sustainable Behavior explains how the field of community-based social marketing has emerged as an effective tool for encouraging positive social change. This completely revised and updated third edition contains a wealth of new research, behavior change tools, and case studies. Learn how to:

  • target unsustainable behaviors, and identify the barriers to change
  • understand various commitment strategies
  • communicate effective messages
  • enhance motivation and invite participation.

The strategies introduced in this ground-breaking manual are an invaluable resource for anyone interested in promoting sustainable behavior, including environmental conservation, recycling and waste reduction, water and energyefficiency and alternative transportation.

 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

Fostering Sustainable Behavior
1
Selecting Behaviors
11
Identifying Barriers and Benefits
21
Developing Strategies
41
Developing Strategies Revisited
129
Piloting
137
Broadscale Implementation and Evaluation
143
Concluding Thoughts
147
Acknowledgements
153
References
155
About the Author
171
Copyright

Other editions - View all

Common terms and phrases

About the author (2011)

Dr. Doug McKenzie-Mohr is an environmental psychologist who specializes in designing programs to promote sustainable behavior. For the last decade his award-winning work has focused on incorporating scientific knowledge on behavior change into the design and delivery of community programs. As the founder of community-based social marketing, he has repeatedly illustrated its utility in his research, workshops, and consulting. His previous version of this book published through Canada's National Round Table on the Environment and the Economy has become requisite reading for those who deliver programs to promote sustainable behavior.

Bibliographic information