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.

Fostering Sustainable Behavior1

Fostering sustainable behavior

The cornerstone of sustainability is behavior change. Sustainability requires that we tackle diverse goals, such as increasing water and energy efficiency, protecting water quality and biodiversity, reducing waste, and altering transportation choices. If we are to hasten the transition to a sustainable future, we must encourage the adoption of a wide array of behaviors that support these goals. To date, most initiatives to foster sustainable behavior have relied primarily upon large-scale information campaigns that utilize education and/or advertising to encourage the adoption of sustainable actions. While education and advertising can be effective in creating awareness and in changing attitudes, numerous studies document that behavior change rarely occurs as a result of simply providing information as information alone cannot address the ...

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