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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 is critical that we are able to develop a set of societal norms that support sustainability. This chapter will introduce you to research which demonstrates the powerful influence that norms can have upon sustainable behavior, and provide guidelines for integrating the use of norms into the programs you deliver.

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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.