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The highly acclaimed manual for changing everyday habits-now in an all-newthird edition!
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? Fostering Sustainable Behavior 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, behavior change tools, and case studies. Learn how to:
- target unsustainable behaviors, 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 behavior, including environmental conservation, recycling and waste reduction, water and energyefficiency and alternative transportation.
Dr. Doug McKenzie-Mohr is an environmental psychologist who specializes in designing programs to promote sustainable behavior. For the last decade his award-winning work has focused on incorporating scientific knowledge on behavior change into the design and delivery of community programs. As the founder of community-based social marketing, he has repeatedly illustrated its utility in his research, workshops, and consulting. His previous version of this book published through Canada's National Round Table on the Environment and the Economy has become requisite reading for those who deliver programs to promote sustainable behavior.
Preface
How to Use this Book
Fostering Sustainable Behavior
Step 1: Selecting Behaviors
Step 2: Identifying Barriers and Benefits
Step 3: Developing Strategies
Commitment: From Good Intentions to Action
Social Norms: Building Community Support
Social Diffusion: Speeding the Adoption of New Behaviors
Prompts: Remembering to Act
Communication: Creating Effective Messages
Incentives: Enhancing Motivation to Act
Convenience: Making it Easy to Act
Developing Strategies Revisited
Step 4: Piloting
Step 5: Broad-scale Implementation and Evaluation
Concluding thoughts
Acknowledgments
References
About the author