Product Description

Our consumption patterns are threatening to outstrip Earth's ability to support humanity and other species. 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 ground-breaking book is the primary resource for the emerging new field of community-based social marketing, and an invaluable guide for anyone involved in designing public education programs with the goal of promoting sustainable behavior, from recycling and energy efficiency, to alternative transportation.

Product Details

• Amazon Sales Rank: #50522 in Books
• Published on: 1999-06-29
• Original language: English
• Number of items: 1
• Binding: Paperback
• 176 pages

From the Back Cover
As consumption patterns threaten to outstrip the Earth's ability to support humanity and other species, one thing becomes clear: that we cannot continue to live in the same old ways. In North America, initiatives on the road to sustainability include programs to increase energy efficiency, reduce waste and water consumption, and alter transportation patterns. But changing our lifestyles to create a sustainable future will require yet more sweeping changes in public behavior. While conventional marketing can help create public awareness, social marketing identifies and overcomes barriers to long-lasting behavior change. Fostering Sustainable Behavior details how to uncover the barriers that prevent people from engaging in sustainable behaviors, and provides a set of tools that help to foster behavior change. It also describes how to design and evaluate effective programs. This ground-breaking book collects together the strategies and methods which collectively form the basis of community-based social marketing - a proven breakthrough in the field. It was written for all those who are involved in designing, implementing and evaluating public education programs with the goal of promoting sustainable behavior.

About the Author
Dr. McKenzie-Mohr is a professor of social psychology and community-based marketing at St. Thomas University in New Brunswick. Dr. William Smith is the Executive Vice President at the Academy for Educational Development in Washington, D.C.