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