Great Lakes Regional Pollution Prevention Roundtable
Promoting Pollution Prevention Through Information Exchange

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

Resource Type:

Date of Publication:
May 2000

Associated Sectors:

GLRPPR is a member of the Pollution Prevention Resource Exchange, a national network of regional information centers: NEWMOA (Northeast), WRRC (Southeast), GLRPPR (Great Lakes), ZeroWasteNet (Southwest), P2RIC (Plains), Peaks to Prairies (Mountain), WSPPN (Pacific Southwest), PPRC (Northwest).


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