promoting sustainable behavior: an introduction to community-based social marketing

McKenzie-Mohr, D. (2000) Promoting Sustainable Behavior: An introduction to community-based social marketing. Journal of Social Issues, 56 (3), 543-554.

Paul FerraioloJonathan GarciaStephan Hyun

Christy Vrooman


1971 Ad Council Environmental Advertisement Said to be one of the most

memorable and successful ads of the 20th Century.

Works for instigating attitude change, but does not provide any information to practically change behavior


Current ways of promoting environmentally conscious behavior are not working.

The majority of those responsible for planning and designing these programs are unaware of or not utilizing psychological literature.

Psychological literature regarding environmental sustainability is largely unavailable to the public as more importance is placed on being published in a reputable journal than in catalyzing meaningful change.

Currently consumers themselves are not aware of changes they can make, or why they should make them.


A variety of studies have established that enhancing knowledge and creating supporting attitudes often has little to no effect on actual behavior.

Householders interested in enhancing the energy efficiency of their homes participated in a comprehensive workshop on residential energy conservation. Despite significant changes in knowledge and attitudes, behavior did not change (Geller, 1981).

Two surveys of Swiss respondents found that environmental attitudes and knowledge were poorly associated with environmental behavior (Finger, 1994).


Presently, most programs intended to encourage sustainable behavior are information-intensive.

Information-intensive programs are usually based on one of two perspectives: #1 - Programs assume that enhancing the knowledge of an issue and

encouraging the development of attitudes that are supportive of an activity leads to behavior change.

#2 – Planners assume programs that highlight the economic advantages of engaging in a specific activity will lead the public to act in their economic self-interest.


Recent Ad Council Environmental Advertisement Today, ads promoting

environmental consciousness are still based on emotionally effecting attitudes of the audience.

One move in the right direction has come with encouraging viewers to visit a website where information about how to change one’s behavior can be found.


Uncovering barriers to behaviors and selecting which behavior to promote

Design a program to overcome the barriers to the selected behavior

Pilot the program Evaluate the program after broad

implementation


Uncovering Barriers Considerations

Designing Strategies

Piloting

EvaluationAdapted from www.gettyimages.com


Green NYC Ads - Practical Ways to Behavior Change


Nova Scotia banned all organic materials from landfills.

Local officials decided to promote backyard composting as a way to meet the ban.

Community-Based Social Marketing

Adapted from www.gettyimages.com


Summer lawn watering can raise water use 50% relative to other times of the year.

To offset the cost of building a new water-processing plant, Durham Region, Ontario sought to reduce water use by 10%.

Community-Based Social Marketing

Adapted from www.gettyimages.com


To date psychological expertise has yet to be shared in terms of fostering sustainable behavior, especially in regards to program planners.

Environmental Psychologists need to consider how to best share expertise so that those with influence have the same knowledge.

Behavioral change is central to achieve a sustainable future but psychological knowledge has yet to become central to the development of initiatives to foster sustainable behavior.


Advertising is effective in altering preferences such as choosing one brand over another.

Community-based social marketing stresses the evaluation of implemented programs, even the direct measure of behavior or its consequences rather than relying upon self-report.

Psychologists roles are likely to have an influence in the area of program design where the program is receptive to easy to apply techniques (i.e. the use of commitment strategies or vivid communication).


Program designers will be most likely to incorporate techniques that are easy to apply (those that are difficult, while worthwhile, may be neglected)

Most programs must be delivered within a short period of time, which makes conducting barrier research a challenge.

Organizations that deliver these programs suffer (like all programs) from financial constraints that make additional work such as direct measurement of success difficult.


1) According to research cited in this study, “householders who were interested in enhancing the energy efficiency of their homes participated in a comprehensive workshop on residential energy conservation. Despite significant changes in knowledge and attitudes, behavior did not change.” What are some specific reasons why increased knowledge has little or no impact on behavior?

2) This article emphasizes the underestimation of the difficulty of changing behavior. In cases where social advertising is successful, what is the main motivation for the change in behavior on the part of the individual (i.e. guilt, wanting to be a part of the group, genuine concern)?

3) Are environmentally unfriendly behaviors becoming less socially acceptable? If so, what are some clear indicators of this?

promoting sustainable behavior: an introduction to community-based social marketing

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