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Social Marketing to Protect the Environment: What Works

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en Limba Engleză Paperback – 06 Jul 2011
Social marketing takes key marketing principles and applies them to campaigns and efforts to influence social action. In Social Marketing to Protect the Environment, the focus turns to the environment, and how social marketing can be successful to change environmental behaviour. The text begins with a definition of the Social Marketing Model and includes a discussion of various tools that can be used to develop social marketing strategies. It then moves into sections on Residential-Related Behaviours and Commercial-Related Behaviours. These sections follow a consistent format and:
- Describe a variety of environmental issues
- Give examples of the numerous changes in behaviours and/or practices that would contribute to reducing the problem
- Provide mini-cases that illustrate the successful use of social marketing principles along with tools to influence this behaviour in similar situations
- Review what worked and what could have been improved.
A final section provides future directions and recommendations.
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Specificații

ISBN-13: 9781412991292
ISBN-10: 1412991293
Pagini: 256
Ilustrații: Illustrations
Dimensiuni: 178 x 254 x 14 mm
Greutate: 0.45 kg
Ediția: 1
Editura: SAGE Publications
Colecția Sage Publications, Inc
Locul publicării: Thousand Oaks, United States

Recenzii

Behaviour change is central to the pursuit of sustainability. The book details how to use community-based social marketing to motivate environmental protection behaviours as diverse as water and energy efficiency, alternative transportation and watershed protection. With case studies of innovative programmes from around the world, including the USA, Canada, Australia, Spain, and Jordan, the authors present a clear process for motivating social change for both residential and commercial audiences. The case studies illustrate conservation applications for both work and home and show how community-based social marketing can be harnessed to foster more sustainable communities.

Cuprins

Foreword
Preface
Section I: Introduction
Chapter 1: Introduction: Fostering Sustainable Behavior
Section II: Influencing Behaviors in the Residential Sector
Chapter 2: Reducing Waste
The Problem
Potential Behavior Solutions
Case: No Junk Mail (Bayside, Australia)
Case: Decreasing Use of Plastic Bags and Increasing Use of Reusable Ones (Ireland)
Case: Increasing Curbside Recycling of Organics (Halifax, Nova Scotia)
Other Notable Programs
Summary
Questions for Discussion
References
Chapter 3: Protecting Water Quality
The Problem
Potential Behavior Solutions
Case: Influencing Natural Yard Care (King County, Washington)
Case: Scooping the Poop (Austin, Texas)
Other Notable Programs
Summary
Questions for Discussion
References
Chapter 4: Reducing Emissions
The Problem
Potential Behavior Solutions
Case: Anti-Idling: Turn it Off (Toronto, Canada)
Case: TravelSmart (Adelaide, South Australia)
Other Notable Programs
Questions for Discussion
Summary
References
Chapter 5: Reducing Water Use
The Problem
Potential Behavior Solutions
Case: Reducing Water Use (Durham Region, Canada)
Case: Ecoteams (United States, Netherlands, United Kingdom)
Other Notable Programs
Summary
Questions for Discussion
References
Chapter 6: Reducing Energy Use
The Problem
Potential Behavior Solutions
Case: The One Tonne Challenge to Reduce Greenhouse Gas Emissions (Canada)
Case: ecoENERGY to Promote Home Energy Efficiency (Canada)
Other Notable Programs
Summary
Questions for Discussion
References
Chapter 7: Protecting Fish and Wildlife Habitats
The Problem
Potential Behavior Solutions
Case: Reducing Deliberate Grass Fires (Wales, United Kingdom)
Case: Planting Eastern Shore Natives (Virginia)
Case: Seafood Watch: Influencing Sustainable Seafood Choices (United States)
Other Notable Programs
Summary
Questions for Discussion
References
Section III: Influencing Behaviors in the Commerical Sector
Chapter 8: Reducing Waste
The Problem
Potential Behavior Solutions
Case: Green Dot, Europe's Packaging Waste Reduction
Case: Fork It Over: Reusing Leftover Food (Portland, Oregon)
Case: Anheuser-Busch: An EPA WasteWise Hall of Fame Member
Other Notable Programs
Summary
Questions for Discussion
References
Chapter 9: Protecting Water Quality
The Problem
Potential Behavior Solutions
Case: Chuyen Que Minh, Reducing Insecticide Use Among Rice Farmers (Vietnam)
Case: Dirty Dairying (New Zealand)
Other Notable Programs
Summary
Questions for Discussion
References
Chapter 10: Reducing Emissions
The Problem
Potential Behavior Solutions
Case: Bike Sharing Programs
Case: ATT's & Nortel's Telework Programs (United States, Canada)
Other Notable Programs
Summary
Questions for Discussion
References
Chapter 11: Reducing Water Use
The Problem
Potential Behavior Solutions
Case: Conserving Water in Hotels (Seattle, Washington)
Case: Fighting the Water Shortage Problem in Jordan
Other Notable Programs
Summary
Questions for Discussion
References
Chapter 12: Reducing Energy Use
The Problem
Potential Behavior Solutions
Case: Using Prompts to Turn Off Lights (Madrid, Spain)
Case: Norms-based Messaging to Promote Hotel Towel Reuse (California)
Other Notable Programs
Summary
Questions for Discussion
References
Chapter 13: Concluding Thoughts and Recommendations