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


Doug McKenzie-Mohr and William Smith
Format: Soft Cover
Length: 176 pages
Publisher: New Society
ISBN: 0865714061
Copyright: 1999

Our consumption patterns are threatening to outstrip Earth's ability to support humanity and other species. A sustainable future will require sweeping changes in public behavior. While conventional marketing can help create public awareness, social marketing identifies and overcomes barriers to long-lasting behavior change. This ground-breaking book is the primary resource for the emerging new field of community-based social marketing, and an invaluable guide for anyone involved in designing public education programs with the goal of promoting sustainable behavior, from recycling and energy efficiency to alternative transportation.

About the Authors

Dr. McKenzie-Mohr is a professor of social psychology and community-based marketing at St. Thomas University in New Brunswick.

Dr. William Smith is the Executive Vice President at the Academy for Educational Development in Washington, D.C.

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