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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 sustainability, you will encounter the same problem – there is a multitude of behaviors that may be targeted. The selection of behaviors begins by determining which sectors have the greatest impact on your area of interest. Once you have determined which sector(s) to target, analyze how your issue is affected by the different behaviors within that sector.
Contributors
Doug McKenzie-Mohr
Dr. Doug McKenzie-Mohr, an environmental psychologist, is the founder of community-based social marketing, and his best-selling book, Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing, has become requisite reading for those who deliver programs to promote sustainable behavior. He has worked internationally with a diverse array of governmental and nongovernmental agencies, assisting them in identifying the barriers to behavior change and in developing and evaluating communitybased social marketing initiatives to overcome these barriers. He has served as an advisor for Canada’s public education efforts on climate change, as the coordinator of the international organization, Holis: The Society for a Sustainable Future, and as a member of Canada’s National Round Table on the Environment and the Economy. He is a former Professor of Psychology at St. Thomas University in New Brunswick, Canada where he co-coordinated the Environment and Society program. More than 50,000 program managers have attended workshops on community-based social marketing that he has delivered internationally.
