Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing (Education for Sustainability Series)

Preface xChapter 1 - Fostering Sustainable Behavior 1Regulation 8Information 8Changing Attitudes to Influence Behavior 9Promoting Economic Self-Interest 11Community-Based Social Marketing: An Overview 15Chapter 2 - Uncovering Barriers and Benefits 19Three Steps for Uncovering Barriers and Benefits 201. Literature Review 20Conducting a Literature Search 212. Qualitative Research 23Observational Studies 23Observational Example: Recycling in a Public Area 23Focus Groups 27Example: What questions matter? 283. Survey 30Some Closing Thoughts 43Chapter 3 - Commitment: From Good Intentions to Action 46Understanding Commitment 48Commitment and Sustainable Behavior 49Building Commitment into Your Program 53A Checklist for Using Commitment 58Examples: Using Commitment to Foster Sustainable Behavior 59Waste Reduction 59Energy Conservation 59Water Conservation 59Transportation 60Chapter 4 - Prompts: Remembering to Act Sustainably 61Prompts and Sustainable Behavior 61Prompts and Source Reduction 64Building Prompts into Your Program 65A Checklist for Using Prompts 66Examples: Using Prompts to Foster Sustainable Behavior 67Waste Reduction 67Energy Conservation 68Water Conservation 69Transportation 70Chapter 5 - Norms: Building Community Support 71Social Norms and Sustainable Behavior 73Using Norms Effectively 76A Checklist for Using Norms 80Examples: Using Norms to Foster Sustainable Behavior 80Waste Reduction 80Energy Conservation 81Water Conservation 81Transportation 81Chapter 6 - Communication: Creating Effective Messages 82Use Captivating Information 84Suggestions for Presenting Information Vividly 86Know Your Audience 87Use a Credible Source 89Frame your Message 90Carefully Consider the Use of Threatening Messages 90Decide on a One-Sided versus Two-Sided Message 92Make your Message Specific 93Make Your Message Easy to Remember 93Provide Personal or Community Goals 95Emphasize Personal Contact 95Model Sustainable Behavior 96Foster Social Diffusion 96Community Block Leaders 97Provide Feedback 99A Checklist for Effective Communications 101Chapter 7 - Incentives: Enhancing Motivation to Act 103Incentives and Waste Reduction 103User Fees and Waste Reduction 104Beverage Deposits 105Incentives and Energy Efficiency 106Incentives and Transportation 107Creating Effective Incentives 110Closely Pair the Incentive and the Behavior 110Use Incentives to Reward Positive Behavior 110Make the Incentive Visible 111Be Cautious about Removing Incentives 111Prepare for People?s Attempts to Avoid the Incentive 112Consider the Size of the Incentive 113Examples: Using Incentives to Foster Sustainable Behavior 114Waste Reduction 114Energy Conservation 114Water Conservation 114Transportation 115Chapter 8 - Removing External Barriers 116Examples of External Barriers to Sustainable Behaviors 119Waste Reduction 119Energy Conservation 120Water Conservation 121Transportation 121Chapter 9 - Design & Evaluation: Building Effective Programs 122Design and Evaluation: An Example 123Focus Groups 125Pilot 126Community Implementation and Evaluation 128Design and Evaluation Principles 129Guidelines for Selecting Consultants 131Public Consultation 133The Final Report: Getting the Word Out 135Chapter 10 - Concluding Thoughts 136Overcoming Resistance in Yourself 136Overcoming Resistance Among Colleagues 137Going Forward 139References 140Quick Reference: Community-Based Social Marketing 150Identifying Barriers 150Tools of Befavior Change 153 Design and Evaluation 159About the Authors 161