Fostering Sustainable Behavior : An Introduction to Community-Based Social Marketing
by McKenzie-Mohr, DougFormat: Paperback
Pub. Date: 1999-11-01
Publisher(s): Consortium Book Sales & Dist
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Summary
Fostering Sustainable Behavior An Introduction to Community-Based Social Marketing Doug McKenzie-Mohr and William Smith A sustainable future will require sweeping changes in public behavior. While conventional marketing can help create public awareness, social marketing identifies and overcomes barriers to long-lasting behavior change. This invaluable resource is for anyone involved in designing public education programs with the goal of promoting sustainable behavior, from recycling and energy efficiency, to alternative transportation.
Author Biography
Doug McKenzie-Mohr is an environmental psychologist who specializes in designing programs to promote sustainable behavior. The founder of community-based social marketing, he is a professor of social psychology at St. Thomas University in New Brunswick and has won awards for his research. William Smith is the Executive Vice President of the Academy for Educational Development in Washington DC. For over twenty years, he has led the Academy's work in public health communication and social marketing programs in over 65 countries around the world.
Table of Contents
| Preface | p. x |
| Fostering Sustainable Behavior | p. 1 |
| Regulation | p. 8 |
| Information | p. 8 |
| Changing Attitudes to Influence Behavior | p. 9 |
| Promoting Economic Self-Interest | p. 11 |
| Community-Based Social Marketing: An Overview | p. 15 |
| Uncovering Barriers and Benefits | p. 19 |
| Three Steps for Uncovering Barriers and Benefits | p. 20 |
| Literature Review | p. 20 |
| Conducting a Literature Search | p. 21 |
| Qualitative Research | p. 23 |
| Observational Studies | p. 23 |
| Observational Example: Recycling in a Public Area | p. 23 |
| Focus Groups | p. 27 |
| Example: What questions matter? | p. 28 |
| Survey | p. 30 |
| Seven Steps in Creating a Survey | p. 35 |
| Some Closing Thoughts | p. 43 |
| Commitment: From Good Intentions to Action | p. 46 |
| Understanding Commitment | p. 48 |
| Commitment and Sustainable Behavior | p. 49 |
| Building Commitment into Your Program | p. 53 |
| A Checklist for Using Commitment | p. 58 |
| Examples: Using Commitment to Foster Sustainable Behavior | p. 59 |
| Waste Reduction | p. 59 |
| Energy Conservation | p. 59 |
| Water Conservation | p. 59 |
| Transportation | p. 60 |
| Prompts: Remembering to Act Sustainably | p. 61 |
| Prompts and Sustainable Behavior | p. 61 |
| Prompts and Source Reduction | p. 64 |
| Building Prompts into Your Program | p. 65 |
| A Checklist for Using Prompts | p. 66 |
| Examples: Using Prompts to Foster Sustainable Behavior | p. 67 |
| Waste Reduction | p. 67 |
| Energy Conservation | p. 68 |
| Water Conservation | p. 69 |
| Transportation | p. 70 |
| Norms: Building Community Support | p. 71 |
| Social Norms and Sustainable Behavior | p. 73 |
| Using Norms Effectively | p. 76 |
| A Checklist for Using Norms | p. 80 |
| Examples: Using Norms to Foster Sustainable Behavior | p. 80 |
| Waste Reduction | p. 80 |
| Energy Conservation | p. 81 |
| Water Conservation | p. 81 |
| Transportation | p. 81 |
| Communication: Creating Effective Messages | p. 82 |
| Use Captivating Information | p. 84 |
| Suggestions for Presenting Information Vividly | p. 86 |
| Know Your Audience | p. 87 |
| Use a Credible Source | p. 89 |
| Frame your Message | p. 90 |
| Carefully Consider the Use of Threatening Messages | p. 90 |
| Decide on a One-Sided versus Two-Sided Message | p. 92 |
| Make your Message Specific | p. 93 |
| Make Your Message Easy to Remember | p. 93 |
| Provide Personal or Community Goals | p. 95 |
| Emphasize Personal Contact | p. 95 |
| Model Sustainable Behavior | p. 96 |
| Foster Social Diffusion | p. 96 |
| Community Block Leaders | p. 97 |
| Provide Feedback | p. 99 |
| A Checklist for Effective Communications | p. 101 |
| Incentives: Enhancing Motivation to Act | p. 103 |
| Incentives and Waste Reduction | p. 103 |
| User Fees and Waste Reduction | p. 104 |
| Beverage Deposits | p. 105 |
| Incentives and Energy Efficiency | p. 106 |
| Incentives and Transportation | p. 107 |
| Creating Effective Incentives | p. 110 |
| Closely Pair the Incentive and the Behavior | p. 110 |
| Use Incentives to Reward Positive Behavior | p. 110 |
| Make the Incentive Visible | p. 111 |
| Be Cautious about Removing Incentives | p. 111 |
| Prepare for People's Attempts to Avoid the Incentive | p. 112 |
| Consider the Size of the Incentive | p. 113 |
| Consider Non-monetary forms of Incentives | p. 114 |
| Examples: Using Incentives to Foster Sustainable Behavior | p. 114 |
| Waste Reduction | p. 114 |
| Energy Conservation | p. 114 |
| Water Conservation | p. 114 |
| Transportation | p. 115 |
| Removing External Barriers | p. 116 |
| Examples of External Barriers to Sustainable Behaviors | p. 119 |
| Waste Reduction | p. 119 |
| Energy Conservation | p. 120 |
| Water Conservation | p. 121 |
| Transportation | p. 121 |
| Design and Evaluation: Building Effective Programs | p. 122 |
| Design and Evaluation: An Example | p. 123 |
| Focus Groups | p. 125 |
| Pilot | p. 126 |
| Community Implementation and Evaluation | p. 128 |
| Design and Evaluation Principles | p. 129 |
| Guidelines for Selecting Consultants | p. 131 |
| Public Consultation | p. 133 |
| The Final Report: Getting the Word Out | p. 135 |
| Concluding Thoughts | p. 136 |
| Overcoming Resistance in Yourself | p. 136 |
| Overcoming Resistance Among Colleagues | p. 137 |
| Going Forward | p. 139 |
| References | p. 140 |
| Quick Reference: Community-Based Social Marketing | p. 150 |
| Identifying Barriers | p. 150 |
| Tools of Behavior Change | p. 153 |
| Design and Evaluation | p. 159 |
| About the Authors | p. 161 |
| Table of Contents provided by Syndetics. All Rights Reserved. |
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