Social Marketing to Protect the Environment: What Works

Front Cover
Behavior change is central to the pursuit of sustainability. This book details how to use community-based social marketing to motivate environmental protection behaviors as diverse as water and energy efficiency, alternative transportation, and watershed protection. With case studies of innovative programs from around the world, including the United States, Canada Australia, Spain, and Jordan, the authors present a clear process for motivating social change for both residential and commercial audiences. The case studies plainly illustrate realistic conservation applications for both work and home and show how community-based social marketing can be harnessed to foster more sustainable communities.

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Chapter 1 Fostering Sustainable Behavior
Section II Influencing Behaviors in the Residential Sector
Chapter 2 Reducing Waste
Chapter 3 Protecting Water Quality
Chapter 4 Reducing Emissions
Chapter 5 Reducing Water Use
Chapter 6 Reducing Energy Use
Chapter 7 Protecting Fish and Wildlife Habitats
Chapter 9 Protecting Water Quality
Chapter 10 Reducing Emissions
Chapter 11 Reducing Water Use
Chapter 12 Reducing Energy Use
Section IV Going Forward
Chapter 13 Concluding Thoughts and Recommendations
Additional Resources

Section III Influencing Behaviors in the Commercial Sector
Chapter 8 Reducing Waste
About the Authors

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About the author (2011)

For over two decades Dr. McKenzie-Mohr has been working to incorporate scientific knowledge on behavior change into the design and delivery of community programs. He is the founder of community-based social marketing, and his best-selling book, “Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing,” has become requisite reading for those who deliver programs to promote sustainable behavior. Dr. McKenzie-Mohr is also the author of the Fostering Sustainable Behavior website and digest. The digest links together over 7000 environmental program planners globally. Dr. McKenzie-Mohr has worked internationally with a diverse array of governmental and non-governmental agencies, assisting them in identifying the barriers to behavior change and in developing and evaluating community-based social marketing initiatives to overcome these barriers. Dr. McKenzie-Mohr has served as an advisor for Canada’s public education efforts on climate change, as the coordinator of the international organization, “Holis: The Society for a Sustainable Future,” and as a member of Canada’s National Round Table on the Environment and the Economy. He has been awarded the Canadian Psychological Association’s “Psychologists for Social Responsibility Research and Social Action Award,” and the “Society for the Psychological Study of Social Issues Public Advocacy Fellowship.” He is a former Professor of Psychology at St. Thomas University in New Brunswick, Canada where he co-coordinated the Environment and Society program.