Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing (Fourth Edition) - Paperback

by Doug McKenzie-Mohr (Author), Jennifer Tabanico (Author)

Recommended by Time magazine, this ground-breaking book introduces community-based social marketing and illustrates how it can be used to foster sustainable behavior. Community-based social marketing is internationally recognized as the gold standard for delivering effective environmental programs and is utilized by thousands of organizations to promote sustainability. It has been used to foster a broad array of behaviors, including waste reduction, water and energy efficiency, modal transportation shifts, conservation, electrification, and many others. This book was written for those who design, implement, and evaluate programs to foster sustainable behavior.

• Why most environmental programs fail to change behavior,
• How to select the most important environmental behaviors to target,
• How to uncover why people don't adopt environmental behaviors and how, by utilizing knowledge from the behavioral sciences, you can encourage their adoption,
• How to pilot test programs to ensure that they work effectively before being broadly delivered,
• How to encourage an organization to utilize best practices in delivering environmental programs.