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.

Reducing Energy use

Reducing energy use

Business demands energy. Retail establishments want to maintain a comfortable temperature to attract customers. Office buildings need to provide adequate lighting to help maximize employee productivity. Office computers, printers, copiers, and other technologies are essential for running a competitive business. But all of these activities require energy, and business uses of energy—primarily electricity—have risen steadily over the past 25 years. Projections suggest that worldwide demand will increase by 1.5% per year through 2035 (International Energy Agency, 2010).

Energy use can be divided into four sectors: (1) residential, (2) industrial, (3) commercial, and (4) transportation. Our focus in this chapter is on electricity use in the commercial sector, including businesses, institutions, and organizations that provide services. Examples include schools, stores, restaurants, hotels, ...

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