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.

Concluding Thoughts and Recommendations1

Concluding thoughts and recommendations

In this concluding chapter, we provide a series of recommendations that can spur the utilization of community-based social marketing (CBSM). Further, we also address the importance of calculating return on investments (ROIs) and the use of social media. Our recommendations are organized around the five steps of CBSM, which lend themselves well to a clear division of labor between federal/state/provincial (FSP) agencies and those working at the municipal level. More specifically, it is suggested that FSP agencies take primary responsibility for the first two steps (selecting behaviors and uncovering barriers and benefits), provide social marketing assistance with the third step (developing strategies), and utilize two-stage funding for pilots and broadscale implementation. Finally, it is suggested that FSP agencies ...

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