Social Marketing to Protect the Environment What Works

ISBN-10: 1412991293
ISBN-13: 9781412991292
Edition: 2012
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Book details

Copyright year: 2012
Publisher: SAGE Publications, Incorporated
Publication date: 5/11/2011
Binding: Paperback
Pages: 256
Size: 7.25" wide x 10.50" long x 0.75" tall
Weight: 0.990
Language: English

For over two decades Dr. McKenzie-Mohr has been working to incorporate scientific knowledge on behavior change into the design and delivery of community programs. He is the founder of community-based social marketing, and his best-selling book, �Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing,� has become requisite reading for those who deliver programs to promote sustainable behavior. Dr. McKenzie-Mohr is also the author of the Fostering Sustainable Behavior website and digest. The digest links together over 7000 environmental program planners globally. Dr. McKenzie-Mohr has worked internationally with a diverse array of governmental and non-governmental agencies, assisting them in identifying the barriers to behavior change and in developing and evaluating community-based social marketing initiatives to overcome these barriers. Dr. McKenzie-Mohr has served as an advisor for Canada�s public education efforts on climate change, as the coordinator of the international organization, �Holis: The Society for a Sustainable Future,� and as a member of Canada�s National Round Table on the Environment and the Economy. He has been awarded the Canadian Psychological Association�s �Psychologists for Social Responsibility Research and Social Action Award,� and the �Society for the Psychological Study of Social Issues Public Advocacy Fellowship.� He is a former Professor of Psychology at St. Thomas University in New Brunswick, Canada where he co-coordinated the Environment and Society program.

Nancy Lee is President of Social Marketing Services, Inc., a small consulting firm in Seattle, Washington, and has more than 25 years of practical marketing experience in private, nonprofit, and public sectors. An adjunct faculty member of the University of Washington and University of South Florida, she teaches Social Marketing and Marketing in the Public Sector. Lee is a frequent speaker on social marketing at conferences, seminars, and workshops and has been a guest lecturer at the University of Capetown in South Africa, Victoria University in Australia, the National University of Ireland in Galway, Yale, Oxford, and Stanford. She has consulted on a variety of environmental social marketing efforts including ones with the Environmental Protection Agency, Washington Department of Ecology, City of Seattle, King Country Natural Resources and Parks, and the Washington Department of Natural Resources.Lee has coauthored six books with Philip Kotler, including Social Marketing for Public Health: Global Success Stories, Social Marketing: Influencing Behaviors for Good, UP and OUT of Poverty: The Social Marketing Solution, Marketing in the Public Sector, Corporate Social Responsibility, and Social Marketing: Improving the Quality of Life.

Foreword
Preface
Introduction
Introduction: Fostering Sustainable Behavior
Influencing Behaviors in the Residential Sector
Reducing Waste
The Problem
Potential Behavior Solutions
Case: No Junk Mail (Bayside, Australia)
Case: Decreasing Use of Plastic Bags and Increasing Use of Reusable Ones (Ireland)
Case: Increasing Curbside Recycling of Organics (Halifax, Nova Scotia)
Other Notable Programs
Summary
Questions for Discussion<l>7</l>
Protecting Water Quality
The Problem
Potential Behavior Solutions
Case: Influencing Natural Yard Care (King County, Washington)
Case: Scooping the Poop (Austin, Texas)
Other Notable Programs
Summary
Questions for Discussion<l>7</l>
Reducing Emissions
The Problem
Potential Behavior Solutions
Case: Anti-Idling: Turn it Off (Toronto, Canada)
Case: TravelSmart (Adelaide, South Australia)
Other Notable Programs
Questions for Discussion
Summary<l>7</l>
Reducing Water Use
The Problem
Potential Behavior Solutions
Case: Reducing Water Use (Durham Region, Canada)
Case: Ecoteams (United States, Netherlands, United Kingdom)
Other Notable Programs
Summary
Questions for Discussion<l>7</l>
Reducing Energy Use
The Problem
Potential Behavior Solutions
Case: The One Tonne Challenge to Reduce Greenhouse Gas Emissions (Canada)
Case: ecoENERGY to Promote Home Energy Efficiency (Canada)
Other Notable Programs
Summary
Questions for Discussion<l>7</l>
Protecting Fish and Wildlife Habitats
The Problem
Potential Behavior Solutions
Case: Reducing Deliberate Grass Fires (Wales, United Kingdom)
Case: Planting Eastern Shore Natives (Virginia)
Case: Seafood Watch: Influencing Sustainable Seafood Choices (United States)
Other Notable Programs
Summary
Questions for Discussion<l>7</l>
Influencing Behaviors in the Commerical Sector
Reducing Waste
The Problem
Potential Behavior Solutions
Case: Green Dot, Europe's Packaging Waste Reduction
Case: Fork It Over: Reusing Leftover Food (Portland, Oregon)
Case: Anheuser-Busch: An EPA WasteWise Hall of Fame Member
Other Notable Programs
Summary
Questions for Discussion<l>7</l>
Protecting Water Quality
The Problem
Potential Behavior Solutions
Case: Chuyen Que Minh, Reducing Insecticide Use Among Rice Farmers (Vietnam)
Case: Dirty Dairying (New Zealand)
Other Notable Programs
Summary
Questions for Discussion<l>7</l>
Reducing Emissions
The Problem
Potential Behavior Solutions
Case: Bike Sharing Programs
Case: ATT's & Nortel's Telework Programs (United States, Canada)
Other Notable Programs
Summary
Questions for Discussion<l>7</l>
Reducing Water Use
The Problem
Potential Behavior Solutions
Case: Conserving Water in Hotels (Seattle, Washington)
Case: Fighting the Water Shortage Problem in Jordan
Other Notable Programs
Summary
Questions for Discussion<l>7</l>
Reducing Energy Use
The Problem
Potential Behavior Solutions
Case: Using Prompts to Turn Off Lights (Madrid, Spain)
Case: Norms-based Messaging to Promote Hotel Towel Reuse (California)
Other Notable Programs
Summary
Questions for Discussion
References
Concluding Thoughts and Recommendations

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