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.
For the purposes of this chapter's discussion, we will consider waste generated by the residential sector as items that people living in private or multi-unit dwellings dispose of in their garbage, take to the “dump,” or just litter, whether deliberate or accidental. In some cases, these items could have been recycled, reused, given “a longer life”—even never produced in the first place.
The problem with waste is that the production, distribution, sales, and consumption of products use the earth's natural resources—many of which are nonrenewable. And the disposal of these products, even in landfills, can have negative impacts on the environment, including those from methane gases and leachate, a groundwater pollutant.
To illustrate the market potential for waste reduction, reports from the U.S. ...