Fostering Sustainable Behavior An Introduction to Community-Based Social Marketing

ISBN-10: 0865714061

ISBN-13: 9780865714069

Edition: 1999

Authors: Doug McKenzie-Mohr, William Smith

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A sustainable future will require sweeping changes in public behaviour; the new discipline of social marketing identifies and overcomes barriers to long-lasting behaviour change.
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Book details

List price: $14.95
Copyright year: 1999
Publisher: New Society Publishers, Limited
Publication date: 11/1/1999
Binding: Paperback
Pages: 160
Size: 6.25" wide x 9.25" long x 0.50" tall
Weight: 0.638
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.

Fostering Sustainable Behavior
Changing Attitudes to Influence Behavior
Promoting Economic Self-Interest
Community-Based Social Marketing: An Overview
Uncovering Barriers and Benefits
Three Steps for Uncovering Barriers and Benefits
Literature Review
Conducting a Literature Search
Qualitative Research
Observational Studies
Observational Example: Recycling in a Public Area
Focus Groups
Example: What questions matter?
Seven Steps in Creating a Survey
Some Closing Thoughts
Commitment: From Good Intentions to Action
Understanding Commitment
Commitment and Sustainable Behavior
Building Commitment into Your Program
A Checklist for Using Commitment
Examples: Using Commitment to Foster Sustainable Behavior
Waste Reduction
Energy Conservation
Water Conservation
Prompts: Remembering to Act Sustainably
Prompts and Sustainable Behavior
Prompts and Source Reduction
Building Prompts into Your Program
A Checklist for Using Prompts
Examples: Using Prompts to Foster Sustainable Behavior
Waste Reduction
Energy Conservation
Water Conservation
Norms: Building Community Support
Social Norms and Sustainable Behavior
Using Norms Effectively
A Checklist for Using Norms
Examples: Using Norms to Foster Sustainable Behavior
Waste Reduction
Energy Conservation
Water Conservation
Communication: Creating Effective Messages
Use Captivating Information
Suggestions for Presenting Information Vividly
Know Your Audience
Use a Credible Source
Frame your Message
Carefully Consider the Use of Threatening Messages
Decide on a One-Sided versus Two-Sided Message
Make your Message Specific
Make Your Message Easy to Remember
Provide Personal or Community Goals
Emphasize Personal Contact
Model Sustainable Behavior
Foster Social Diffusion
Community Block Leaders
Provide Feedback
A Checklist for Effective Communications
Incentives: Enhancing Motivation to Act
Incentives and Waste Reduction
User Fees and Waste Reduction
Beverage Deposits
Incentives and Energy Efficiency
Incentives and Transportation
Creating Effective Incentives
Closely Pair the Incentive and the Behavior
Use Incentives to Reward Positive Behavior
Make the Incentive Visible
Be Cautious about Removing Incentives
Prepare for People's Attempts to Avoid the Incentive
Consider the Size of the Incentive
Consider Non-monetary forms of Incentives
Examples: Using Incentives to Foster Sustainable Behavior
Waste Reduction
Energy Conservation
Water Conservation
Removing External Barriers
Examples of External Barriers to Sustainable Behaviors
Waste Reduction
Energy Conservation
Water Conservation
Design and Evaluation: Building Effective Programs
Design and Evaluation: An Example
Focus Groups
Community Implementation and Evaluation
Design and Evaluation Principles
Guidelines for Selecting Consultants
Public Consultation
The Final Report: Getting the Word Out
Concluding Thoughts
Overcoming Resistance in Yourself
Overcoming Resistance Among Colleagues
Going Forward
Quick Reference: Community-Based Social Marketing
Identifying Barriers
Tools of Behavior Change
Design and Evaluation
About the Authors
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