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.

Protecting Fish and Wildlife Habitats

Protecting fish and wildlife habitats

The Problem

This chapter focuses on influencing behaviors that protect fish and wildlife habitats. Although habitats are as varied as the animals that live in them, they are often classified into several major ecosystems including oceans, wetlands, rivers, grasslands, prairies, forests, and backyards. Each has their own problematic situation.


Not only do oceans cover more than two thirds of Earth's surface but they are home to thousands of species of fish and invertebrates that are vitally important to people around the world, providing food and supporting jobs. And coastal ecosystems (e.g., shellfish reefs, sea grasses, kelp beds, coral reefs) protect communities from storm damage. Sadly, ocean life today is threatened as never before. People are fundamentally reshaping the ...

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