Behavior change is central to the pursuit of sustainability. This book details how to use community-based social marketing to motivate environmental protection behaviors as diverse as water and energy efficiency, alternative transportation, and watershed protection. With case studies of innovative programs from around the world, including the United States, Canada Australia, Spain, and Jordan, the authors present a clear process for motivating social change for both residential and commercial audiences. The case studies plainly illustrate realistic conservation applications for both work and home and show how community-based social marketing can be harnessed to foster more sustainable communities.
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About the Author
Nancy R. Lee, MBA, is president of Social Marketing Services, Inc., in Seattle, Washington, and an adjunct faculty member at the University of Washington, 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’s second-largest bank and director of marketing for the region’s Children’s Hospital and Medical Center. She conducts seminars and workshops on social marketing around the world, and has been a strategic adviser for 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, influencing financial behaviors, and tobacco control. She has coauthored ten books with Philip Kotler.
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 and Son Distinguished Professor International Marketing at the Kellogg School of Management, Northwestern University. His most recent book, Confronting Capitalism: Real Solutions for a Troubled Economic System (2015) calls for both strong economic growth and a better sharing of the gains of economic growth. Professor Kotler is the author of over 50 books on markets and marketing. Trained as an economist at the University of Chicago (under Nobel Laureate, Milton Friedman) and at M.I.T. (under Nobel Laureates, Paul Samuelson and Robert Solow), he has applied his economic knowledge to how markets and marketing works was an early developer of modern marketing and the emerging field of behavioural economics. As an expert on how buyers make their buying decisions, he broadened marketing to explain how buyers make their voting decisions on all kinds of issues.
Table of ContentsForewordPrefaceSection I: IntroductionChapter 1: Introduction: Fostering Sustainable BehaviorSection II: Influencing Behaviors in the Residential SectorChapter 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 ReferencesChapter 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 ReferencesChapter 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 ReferencesChapter 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 ReferencesChapter 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 ReferencesChapter 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 ReferencesSection III: Influencing Behaviors in the Commerical SectorChapter 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 ReferencesChapter 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 ReferencesChapter 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 ReferencesChapter 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 ReferencesChapter 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 ReferencesChapter 13: Concluding Thoughts and Recommendations