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.

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.

Product Details

• Amazon Sales Rank: #83332 in Books
• Published on: 1999-06-29
• 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. Doug McKenzie-Mohr is an environmental psychologist who specializes in designing programs to promote sustainable behavior. For the last decade his award-winning work has focused on incorporating scientific knowledge on behavior change into the design and delivery of community programs. As the founder of community-based social marketing, he has repeatedly illustrated its utility in his research, workshops, and consulting. His previous version of this book published through Canada's National Round Table on the Environment and the Economy has become requisite reading for those who deliver programs to promote sustainable behavior.

Customer Reviews

Excellent Resorce.
Doug is a great writer and really knows the subject matter.

If you are interested in CBSM this is the bible.

The Community-Based Social Marketing Primer
I don't know if McKenzie-Mohr coined the buzz-terms used in Community-based Social Marketing, but he covers them (at the introductory level) completely in this book. Case studies and personal experiences offer practical examples to the lingo commonly used in CBSM, plus plenty of articles are referenced for further reading. If you've heard about "Prompts" and "Norms" associated with CBSM and need to know what everyone's talking about, this is a great place to start.