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Fostering Sustainable Behavior : An Introduction to Community-Based Social Marketing

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Fostering Sustainable Behavior : An Introduction to Community-Based Social Marketing by MCKENZIE-MOHR DOUG, 9780865716421
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  • ISBN: 9780865716421 | 0865716420
  • Cover: Paperback
  • Copyright: 2/1/2011
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We are consuming resources and polluting our environment at a rate that is outstripping our planet's ability to support us. To create a sustainable future, we must not only change our own actions, we must educate and encourage those around us to change theirs. If one individual recycles his plastic containers, the impact is minimal. But if an entire community recycles, enormous amounts of resources are saved. How then do we go about transforming people's good intentions into action? This book explains how the field of community-based social marketing has emerged as an effective tool for encouraging positive social change. This completely revised and updated third edition contains a wealth of new research, behaviour change tools, and case studies. Learn how to: target unsustainable behaviours, and identify the barriers to change; understand various commitment strategies; communicate effective messages; enhance motivation and invite participation. The strategies introduced in this ground-breaking manual are an invaluable resource for anyone interested in promoting sustainable behaviour, including environmental conservation, recycling and waste reduction, water and energy efficiency and alternative transportation.

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