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.
In 2007, there were over 800 million cars and light trucks on the road. The following year saw 68 million added to this total (Renner, 2010). Not only are there even more vehicles on the road but they are also being driven farther. In 1950, the average U.S. automobile was driven roughly 9,000 miles per year; by 2003, that distance had increased to nearly 12,000 miles (Renner, 2005). Collectively, these vehicles consume a staggering 260 billion gallons of fuel (Plunkett Research, 2008) and produce copious amounts of CO2 emissions. Unfortunately, personal vehicles are associated with numerous other negative impacts, including air pollution, traffic congestion, noise, traffic deaths, loss of agricultural land, obesity, and increased storm water runoff (Newman & Kenworthy, 2007; ...