Fostering sustainable behavior: Beyond brochures.
McKenzie-Mohr, D. (2008). Fostering sustainable behavior: Beyond brochures. International Journal of Sustainability Communication, 3, 108-118. Retrieved from http://www.ijsc-online.org/en/details/mckenzie-mohr_03.php
AbstractThe transition to a sustainable future will require sweeping changes in behavior.
To date, most campaigns to foster these behavioral changes have been information
intensive and have had little impact. Community-based social marketing is
presented as an attractive alternative to conventional information intensive campaigns.
This approach blends together knowledge from the field of social marketing
with behavior change tools that have been investigated in psychology. Community-
based social marketing is based on five steps: careful selection of the behavior(
s) to be promoted; identification of the barriers and benefits to the behavior,
development of a strategy that addresses these barriers and benefits; pilot testing
the strategy; and finally; broad scale implementation.