GLRPPR Sector Resource: Fostering sustainable behavior through community-based social marketing
Fostering sustainable behavior through community-based social marketing
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.
Obtain a copy of this article through your local library's interlibrary loan service.
American Psychologist, Vol 55(5), 531-537
Date of Publication:
One East Hazelwood Drive; Champaign, IL; 61820; (800) 407-0261; firstname.lastname@example.org