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Social Marketing to Protect the Environment
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Social Marketing to Protect the Environment
What Works

May 2011 | 256 pages | SAGE Publications, Inc
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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.

 
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

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
Book Review Editor, Journal of Consumer Policy

Course is no longer going to be offered. New course will be in Sustainable Marketing.

PM

Dr Phylis Mansfield
School Of Business, Pennsylvania State Erie - Behrend College
November 4, 2012
Report this review

Short and to the point. Has good step-by-step process to strategy development.

Ms Bonnie McEwan
Milano School of Management & Policy, New School University
October 1, 2011
Report this review

Doug McKenzie-Mohr

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... More About Author

Nancy R. Lee

Nancy R. Lee, is president of Social Marketing Services, Inc., in Seattle, Washington, a strategic advisor for social marketing campaigns at C+C in Seattle, an affiliate instructor at the University of Washington, where she teaches social marketing. With more than 35 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 participated in the development of more than 250 social... More About Author

P. Wesley Schultz

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... More About Author

Philip Kotler

Philip Kotler, is the S. C. Johnson & Son Distin­guished Professor of International Marketing emeritus at the Kellogg School of Management, Northwestern University, Evanston, Illinois. Kellogg was twice voted Best Business School in Business Week’s survey of U.S. business schools. It is also rated 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 Ph.D. degree at MIT, both in economics. He did postdoctoral work in mathematics at Harvard... More About Author

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