Fostering sustainable behavior through community-based social marketing.

Abstract

Psychology has a central role to play in speeding the transition to a sustainable future, because a central aspect of sustainability is widespread behavior change. To date, however, most programs promoting sustainable behavior have featured information-intensive campaigns that make little use of psychological knowledge. Community-based social marketing is an attractive alternative approach in which promoters identify the activity to be promoted and the barriers to this activity and then design a strategy to overcome these barriers, using psychological knowledge regarding behavior change. The strategy is piloted to test its effectiveness and later evaluated when it is implemented on a broader scale. Unlike many information-intensive campaigns, community-based social marketing has been shown to have a much greater probability of promoting sustainable behavior. Two case studies are provided to illustrate the approach and its possible results.

Cited by (11)

1. Citizen Science as a Tool for Conservation in Residential Ecosystems
   Cooper, Caren B., Dickinson, Janis, Phillips, Tina, Bonney, Rick · 2007 · Ecology and Society
2. Green consumer behavior: determinants of curtailment and eco‐innovation adoption
   Jansson, Johan, Marell, Agneta, Nordlund, Annika · 2010 · Journal of Consumer Marketing
3. Online Interventions for Social Marketing Health Behavior Change Campaigns: A Meta-Analysis of Psychological Architectures and Adherence Factors
   Cugelman, Brian, Thelwall, Mike, Dawes, Phil · 2011 · Journal of Medical Internet Research
4. Disaster risk reduction: Psychological perspectives on preparedness
   Paton, Douglas · 2019 · Australian Journal of Psychology
5. Expanding the role for psychology in addressing environmental challenges
   Clayton, Susan, Devine-Wright, Patrick, Swim, Janet, Bonnes, Mirilia, Steg, Linda, Whitmarsh, Lorraine, Carrico, Amanda · 2016 · American Psychologist

See all 495