Doug McKenzie-Mohr

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Title & Subtitle Abstract Contributors Pages Year Purchase

Fostering Sustainable Behavior

An Introduction to Community-Based Social Marketing (Third Edition)

We are consuming resources and polluting our environment at a rate that is outstripping our planet’s ability to support us. To create a sustainable future, we must not only change our own … 184 View
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Fostering Sustainable Behavior

From: Fostering Sustainable Behavior

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Behavior change is the cornerstone of sustainability. Whether you are working on protecting wetlands, enhancing water or energy efficiency, altering modal transportation choices, or any of the … 13 $0.13 Add
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Step 1: Selecting Behaviors

From: Fostering Sustainable Behavior

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Whether you are developing a program to promote water efficiency, waste reduction, watershed protection, energy efficiency, modal transportation shifts, or virtually any other area related to … 11 $0.11 Add
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Step 2: Identifying Barriers and Benefits

From: Fostering Sustainable Behavior

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Uncovering barriers and benefits involves four steps. 1) Begin by reviewing relevant articles and reports. 2) Following this review, carry out observations of people engaging in the behavior you … 20 $0.40 Add
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Step 3: Developing Strategies

From: Fostering Sustainable Behavior

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This chapter will provide an overview of how to design effective strategies. Developing a community-based social marketing strategy involves addressing two behaviors simultaneously: 1) the … 4 $0.40 Add
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Step 3: Developing Strategies – Self-Perception Theory

Commitment: From Good Intentions to Action

From: Fostering Sustainable Behavior

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Self-Perception Theory intriguingly suggests that if we can provide opportunities for people to engage in sustainable behaviors conveniently, the very act of engaging in those behaviors will … 18 $0.18 Add
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Step 3: Developing Strategies – Norms & Sustainable Behaviour

Social Norms: Building Community Support

From: Fostering Sustainable Behavior

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To date too little attention has been given to the significant impact that norms can have upon the adoption of sustainable behavior. If we are to make the transition to a sustainable future, it … 13 $0.13 Add
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Step 3: Developing Strategies – Social Diffusion

Social Diffusion: Speeding the Adoption of New Behaviors

From: Fostering Sustainable Behavior

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Both the mundane and important decisions of our lives are strongly affected by a process known as social diffusion or diffusion of innovations. In contrast with what nonpersonal sources of … 11 $0.11 Add
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Step 3: Developing Strategies – Forgetting

Prompts: Rembering to Act

From: Fostering Sustainable Behavior

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Numerous actions that promote sustainability are susceptible to the most human of traits: forgetting. Fortunately, “prompts” are effective in reminding people to engage in sustainable … 12 $0.12 Add
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Step 3: Developing Strategies – Communication

Communication: Creating Effective Messages

From: Fostering Sustainable Behavior

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Much of human communication involves persuasion. Whether done by a four-year-old or a marketing firm, the aims are the same: to influence our attitudes and/or our behavior. The transition to a … 21 $0.42 Add
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Step 3: Developing Strategies – Incentives

Incentives: Enhancing Motivation to Act

From: Fostering Sustainable Behavior

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Financial incentives can provide the motivation for individuals to perform an activity that they already engage in more effectively, such as recycling, or to begin an activity that they otherwise … 12 $0.12 Add
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Step 3: Developing Strategies – Barriers

Convenience: Making it Easy to Act

From: Fostering Sustainable Behavior

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If the behavior is unpleasant or time-consuming, for example, no matter how well you address internal barriers your community-based social marketing strategy will be unsuccessful. The first step … 9 $0.90 Add
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Developing Strategies – Revisited

From: Fostering Sustainable Behavior

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The preceding seven chapters introduced a series of behavior change tools that can be incorporated into a communitybased social marketing strategy. To showcase how to utilize these tools, a … 7 $0.70 Add
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Step 4: Piloting

From: Fostering Sustainable Behavior

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Think of a pilot as a “test run,” an opportunity to work out the bugs before committing to carrying out a strategy broadly. As noted in the chapters on developing strategies, the … 7 $0.70 Add
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Step 5: Broad-scale Implementation and Evaluation

From: Fostering Sustainable Behavior

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When a pilot project has demonstrated that a behavioral change can be brought about cost-effectively, it is time to broadly implement the strategy. Prior to broad-scale implementation, collect … 3 $0.30 Add
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Concluding thoughts

From: Fostering Sustainable Behavior

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Implementing a community-based social marketing strategy requires careful preliminary research, strategy development, piloting, implementation and evaluation. However, this attention to detail is … 7 $0.70 Add