Fostering Sustainable Behavior

An Introduction to Community-Based Social Marketing

By Doug McKenzie-Mohr and William Smith

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.

About the Contributor(s)

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.

Paperback - 176 pages
Width: 6 Inches x Height: 9 Inches
Weight: 310 Grams
BISAC: BUSINESS & ECONOMICS / Marketing / General
Publisher: New Society Publishers
ISBN: 9780865714069
Pub. Date: 1999-01-01
$USD 14.95
$CAD 14.95

Look Inside

Table of contents

Back cover copy