Social Marketing to Protect the Environment: What Works

Author(s): Doug McKenzie-Mohr


Social marketing takes key marketing principles and applies them to campaigns and efforts to influence social action. In Social Marketing to Protect the Environment, the focus turns to the environment, and how social marketing can be successful to change environmental behaviour. The text begins with a definition of the Social Marketing Model and includes a discussion of various tools that can be used to develop social marketing strategies. It then moves into sections on Residential-Related Behaviours and Commercial-Related Behaviours. These sections follow a consistent format and: - Describe a variety of environmental issues - Give examples of the numerous changes in behaviours and/or practices that would contribute to reducing the problem - Provide mini-cases that illustrate the successful use of social marketing principles along with tools to influence this behaviour in similar situations - Review what worked and what could have been improved. A final section provides future directions and recommendations.


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Behaviour change is central to the pursuit of sustainability. The book details how to use community-based social marketing to motivate environmental protection behaviours as diverse as water and energy efficiency, alternative transportation and watershed protection. With case studies of innovative programmes from around the world, including the USA, Canada, Australia, Spain, and Jordan, the authors present a clear process for motivating social change for both residential and commercial audiences. The case studies illustrate conservation applications for both work and home and show how community-based social marketing can be harnessed to foster more sustainable communities. -- Prof. Dr. Lucia A. Reisch 20130910

For over two decades Dr. McKenzie-Mohr has been working to incorporate scientific knowledge on behavior change into the design and delivery of community programs. He 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. Dr. McKenzie-Mohr is also the author of the Fostering Sustainable Behavior website and digest. The digest links together over 7000 environmental program planners globally. Dr. McKenzie-Mohr has worked internationally with a diverse array of governmental and non-governmental agencies, assisting them in identifying the barriers to behavior change and in developing and evaluating community-based social marketing initiatives to overcome these barriers. Dr. McKenzie-Mohr 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 has been awarded the Canadian Psychological Association's "Psychologists for Social Responsibility Research and Social Action Award," and the "Society for the Psychological Study of Social Issues Public Advocacy Fellowship." He is a former Professor of Psychology at St. Thomas University in New Brunswick, Canada where he co-coordinated the Environment and Society program. Nancy Lee, MBA, is President of Social Marketing Services, Inc. in Seattle, Washington, and an adjunct faculty member at the University of Washington, and the University of South Florida, where she teaches social marketing and marketing in the public sector. With more than 25 years of practical marketing experience in the public and private sectors, Ms. Lee has held numerous corporate marketing positions, including Vice President and Director of Marketing for Washington State's second largest bank and Director of Marketing for the region's Children's Hospital and Medical Center. Ms. Lee has consulted with more than 100 nonprofit organizations and has participated in the development of more than 200 social marketing campaign strategies for public sector agencies. Clients in the public sector include the Centers for Disease Control and Prevention (CDC), Environmental Protection Agency (EPA), Washington State Department of Health, Office of Crime Victims Advocacy, county Health and Transportation Departments, Department of Ecology, Department of Fisheries and Wildlife, Washington Traffic Safety Commission, City of Seattle, and Office of Superintendent of Public Instruction. Campaigns developed for these clients targeted issues listed below: * Health: teen pregnancy prevention, HIV/AIDS prevention, nutrition education, diabetes prevention, adult physical activity, tobacco control, arthritis diagnosis and treatment, immunizations, dental hygiene, senior wellness, and eating disorder awareness * Safety: drowning prevention, underage drinking and driving, youth suicide prevention, binge drinking, pedestrian safety, and safe gun storage * Environment: natural gardening, preservation of fish and wildlife habitat, recycling, trip reduction, water quality, and water and power conservation She has conducted social marketing workshops for more than 2,000 public sector employees involved in developing public behavior change campaigns in the areas of health, safety, the environment and financial well being. She has been a keynote speaker on social marketing at conferences for improved water quality, energy conservation, family planning, nutrition, recycling, teen pregnancy prevention, and tobacco control. Ms. Lee has coauthored seven other books with Philip Kotler: Social Marketing: Improving the Quality of Life (2002), Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause (2005), Marketing in the Public Sector: A Roadmap for Improved Performance (2006), Social Marketing: Influencing Behaviors for Good (2008), UP and OUT of Poverty: The Social Marketing Solution (2009), Social Marketing in Public Health (2010), and, Social Marketing to Protect the Environment (2011). . She has also contributed articles to the Stanford Social Innovation Review, Social Marketing Quarterly, Journal of Social Marketing and The Public Manager. (See more on Nancy Lee at Wesley Schultz is Professor of Psychology at California State University, San Marcos. His expertise is in social psychology, environmental psychology, and statistics. His work in these areas has focused particularly on social influence, and effective strategies for promoting conservation behavior. He has published extensively in these areas, with recent books on the Psychology of Sustainable Development (Kluwer, 2002), Attitudes and Opinions (Erlbaum, 2005), and Social Psychology: An Applied Perspective (Prentice-Hall, 2000). Over the past 10 years, he has published more than 40 book chapters and peer-reviewed articles, and given hundreds of professional and invited presentations around the world. In addition to his academic research and teaching, Professor Schultz maintains an active schedule of training and consulting with organizations interested in developing and implementing principles of social marketing. He has worked on projects for a variety of organizations, including the Environmental Protection Agency, National Institute of General Medical Science, National Institute of Justice, Keep America Beautiful, California Integrated Waste Management Board, and Opower. His work has been featured in Business Week, the NY Times, BBC International, National Public Radio, Time Magazine, and numerous other media outlets. Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at the J. L. Kellogg Graduate School of Management, Northwestern University, Evanston, Illinois. Kellogg was voted the Best Business School for 6 years in Business Week's survey of U.S. business schools. It is also rated as the Best Business School for the Teaching of Marketing. Professor Kotler has significantly contributed to Kellogg's success through his many years of research and teaching there. He received his master's degree at the University of Chicago and his PhD degree at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago. Professor Kotler is the author of Marketing Management: Analysis, Planning, implementation and Control, the most widely used marketing book in graduate business schools worldwide; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; The Marketing of Nations; and Kotler on Marketing. He has published over 100 articles in leading journals, several of which have received best article awards. Professor Kotler was the first recipient of the American Marketing Association's (AMA) Distinguished Marketing Educator Award (1985). The European Association of Marketing Consultants and Sales Trainers awarded him their prize for Marketing Excellence. He was chosen as the Leader in Marketing Thought by the Academic Members of the AMA in a 1975 survey. He also received the 1978 Paul Converse Award of the AMA, honoring his original contribution to marketing. In 1995, the Sales and Marketing Executives International (SMEI) named him Marketer of the Year. Professor Kotler has consulted for such companies as IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, and others in the areas of marketing strategy and planning, marketing organization, and international marketing. He has been Chairman of the College of Marketing of the Institute of Management Sciences, Director of the American Marketing Association, Trustee of the Marketing Science Institute, Director of the MAC Group, former member of the Yankelovich Advisory Board, and a member of the Copernicus Advisory Board. He is a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation. He has received honorary doctoral degrees from Stockholm University, University of Zurich, Athens University of Economics and Business, DePaul University, the Cracow School of Business and Economics, Groupe H.E.C. in Paris, the University of Economics and Business Administration in Vienna, the Catholic University of Santo Domingo, and the Budapest School of Economic Science and Public Administration. He has traveled extensively throughout Europe, Asia, and South America, advising and lecturing to many companies and organizations. This experience expands the scope and depth of his programs, enhancing them with an accurate global perspective.

Foreword Preface Section I: Introduction Chapter 1: Introduction: Fostering Sustainable Behavior Section II: Influencing Behaviors in the Residential Sector Chapter 2: Reducing Waste The Problem Potential Behavior Solutions Case: No Junk Mail (Bayside, Australia) Case: Decreasing Use of Plastic Bags and Increasing Use of Reusable Ones (Ireland) Case: Increasing Curbside Recycling of Organics (Halifax, Nova Scotia) Other Notable Programs Summary Questions for Discussion References Chapter 3: Protecting Water Quality The Problem Potential Behavior Solutions Case: Influencing Natural Yard Care (King County, Washington) Case: Scooping the Poop (Austin, Texas) Other Notable Programs Summary Questions for Discussion References Chapter 4: Reducing Emissions The Problem Potential Behavior Solutions Case: Anti-Idling: Turn it Off (Toronto, Canada) Case: TravelSmart (Adelaide, South Australia) Other Notable Programs Questions for Discussion Summary References Chapter 5: Reducing Water Use The Problem Potential Behavior Solutions Case: Reducing Water Use (Durham Region, Canada) Case: Ecoteams (United States, Netherlands, United Kingdom) Other Notable Programs Summary Questions for Discussion References Chapter 6: Reducing Energy Use The Problem Potential Behavior Solutions Case: The One Tonne Challenge to Reduce Greenhouse Gas Emissions (Canada) Case: ecoENERGY to Promote Home Energy Efficiency (Canada) Other Notable Programs Summary Questions for Discussion References Chapter 7: Protecting Fish and Wildlife Habitats The Problem Potential Behavior Solutions Case: Reducing Deliberate Grass Fires (Wales, United Kingdom) Case: Planting Eastern Shore Natives (Virginia) Case: Seafood Watch: Influencing Sustainable Seafood Choices (United States) Other Notable Programs Summary Questions for Discussion References Section III: Influencing Behaviors in the Commerical Sector Chapter 8: Reducing Waste The Problem Potential Behavior Solutions Case: Green Dot, Europe's Packaging Waste Reduction Case: Fork It Over: Reusing Leftover Food (Portland, Oregon) Case: Anheuser-Busch: An EPA WasteWise Hall of Fame Member Other Notable Programs Summary Questions for Discussion References Chapter 9: Protecting Water Quality The Problem Potential Behavior Solutions Case: Chuyen Que Minh, Reducing Insecticide Use Among Rice Farmers (Vietnam) Case: Dirty Dairying (New Zealand) Other Notable Programs Summary Questions for Discussion References Chapter 10: Reducing Emissions The Problem Potential Behavior Solutions Case: Bike Sharing Programs Case: ATT's & Nortel's Telework Programs (United States, Canada) Other Notable Programs Summary Questions for Discussion References Chapter 11: Reducing Water Use The Problem Potential Behavior Solutions Case: Conserving Water in Hotels (Seattle, Washington) Case: Fighting the Water Shortage Problem in Jordan Other Notable Programs Summary Questions for Discussion References Chapter 12: Reducing Energy Use The Problem Potential Behavior Solutions Case: Using Prompts to Turn Off Lights (Madrid, Spain) Case: Norms-based Messaging to Promote Hotel Towel Reuse (California) Other Notable Programs Summary Questions for Discussion References Chapter 13: Concluding Thoughts and Recommendations

General Fields

  • : 9781412991292
  • : SAGE Publications Inc
  • : SAGE Publications Inc
  • : July 2011
  • : 254mm X 178mm X 14mm
  • : United States
  • : books

Special Fields

  • : Doug McKenzie-Mohr
  • : Paperback
  • : 658.802
  • : 256
  • : Illustrations