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Social Marketing to Protect the Environment: What Works

by Doug McKenzie-Mohr, Nancy R Lee, P Wesley Schultz and Philip Kotler SAGE Publications, Inc
Pub Date:
05/2011
ISBN:
9781412991292
Format:
Pbk 256 pages
Price:
AU$126.00 NZ$129.57
Product Status: Out of stock. Not available to order.
Instructors
& Academics:
Available as eBook
AU$100.00 | NZ$113.83

Other Available Formats:

Social marketing takes key marketing principles and applies them to campaigns and efforts to influence social action. In Social Marketing to Protect the Environment, the focus turns to the environment, and how social marketing can be successful to change environmental behavior. The text begins with a definition of the Social Marketing Model and includes a discussion of various tools that can be used to develop social marketing strategies. It then moves into sections on Residential-Related Behaviors and Commercial-Related Behaviors. These sections follow a consistent format and: - Describe a variety of environmental issues - Give examples of the numerous changes in behaviors and practices that would contribute to reducing the problem - Provide mini-cases that illustrate the successful use of social marketing principles along with tools to influence this behaviour in similar situations - Review what worked and what could have been improved. A final section provides future directions and recommendations.

COURSE USE: Suitable for Social Marketing.

Foreword
Preface
Section I: Introduction
Chapter 1: Introduction: Fostering Sustainable Behavior
Section II: Influencing Behaviors in the Residential Sector
Chapter 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
References
Chapter 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
References
Chapter 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
References
Chapter 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
References
Chapter 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
References
Chapter 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
References
Section III: Influencing Behaviors in the Commerical Sector
Chapter 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
References
Chapter 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
References
Chapter 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
References
Chapter 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
References
Chapter 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
References
Chapter 13: Concluding Thoughts and Recommendations

Behaviour change is central to the pursuit of sustainability. The book details how to use community-based social marketing to motivate environmental protection behaviours as diverse as water and energy efficiency, alternative transportation and watershed protection. With case studies of innovative programmes from around the world, including the USA, Canada, Australia, Spain, and Jordan, the authors present a clear process for motivating social change for both residential and commercial audiences. The case studies illustrate conservation applications for both work and home and show how community-based social marketing can be harnessed to foster more sustainable communities.
For over two decades Dr. McKenzie-Mohr has been working to incorporate scientific knowledge on behavior change into the design and delivery of community programs. He is the founder of community-based social marketing, and his best-selling book, aFostering Sustainable Behavior: An Introduction to Community-Based Social Marketing,a has become requisite reading for those who deliver programs to promote sustainable behavior. Dr. McKenzie-Mohr is also the author of the Fostering Sustainable Behavior website and digest. The digest links together over 7000 environmental program planners globally. Dr. McKenzie-Mohr has worked internationally with a diverse array of governmental and non-governmental agencies, assisting them in identifying the barriers to behavior change and in developing and evaluating community-based social marketing initiatives to overcome these barriers. Dr. McKenzie-Mohr has served as an advisor for Canadaas public education efforts on climate change, as the coordinator of the international organization, aHolis: The Society for a Sustainable Future,a and as a member of Canadaas National Round Table on the Environment and the Economy. He has been awarded the Canadian Psychological Associationas aPsychologists for Social Responsibility Research and Social Action Award,a and the aSociety for the Psychological Study of Social Issues Public Advocacy Fellowship.a He is a former Professor of Psychology at St. Thomas University in New Brunswick, Canada where he co-coordinated the Environment and Society program. Nancy Lee is President of Social Marketing Services, Inc., a small consulting firm in Seattle, Washington, and has more than 25 years of practical marketing experience in private, nonprofit, and public sectors. An adjunct faculty member of the University of Washington and University of South Florida, she teaches Social Marketing and Marketing in the Public Sector. Lee is a frequent speaker on social marketing at conferences, seminars, and workshops and has been a guest lecturer at the University of Capetown in South Africa, Victoria University in Australia, the National University of Ireland in Galway, Yale, Oxford, and Stanford. She has consulted on a variety of environmental social marketing efforts including ones with the Environmental Protection Agency, Washington Department of Ecology, City of Seattle, King Country Natural Resources and Parks, and the Washington Department of Natural Resources. Lee has coauthored six books with Philip Kotler, including Social Marketing for Public Health: Global Success Stories, Social Marketing: Influencing Behaviors for Good, UP and OUT of Poverty: The Social Marketing Solution, Marketing in the Public Sector, Corporate Social Responsibility, and Social Marketing: Improving the Quality of Life. 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 of International Marketing at the Kellogg School of Management, Northwestern University, Chicago. Kellogg was voted the aBest Business Schoola for six years in Business Weekas survey of United States business schools. It is also rated as the aBest Business School for the Teaching of Marketing.a Professor Kotler has significantly contributed to Kelloggas success through his many years of research and teaching there. He received his masteras degree at the University of Chicago and his Ph.D. degree at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago. Professor Kotler is the author of Marketing Management, the most widely adopted marketing book in MBA programs; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; High Visibility; Social Marketing; Marketing Places; Marketing for Hospitality and Tourism; Museum Strategy and Marketing; Standing Room Only; The Marketing of Nations, and Kotler on Marketing. He has published over 100 articles in leading journals, several of which have received best-article awards. Professor Kotler was the first recipient of the American Marketing Associationas (AMA) aDistinguished Marketing Educator Awarda (1985). The European Association of Marketing Consultants and Sales Trainers awarded Kotler their prize for aMarketing Excellence.a He was chosen as the aLeader in Marketing Thoughta by the Academic Members of the AMA in a 1975 survey. He also received the 1978 aPaul Converse Awarda of the AMA, honoring his original contribution to marketing. In 1995, the Sales and Marketing Executives International (SMEI) named him aMarketer of the Year.a Professor Kotler has consulted for such companies as IBM, General Electric, AT and T, Honeywell, Bank of America, Merck, and others in the areas of marketing strategy and planning, marketing organization, and international marketing. He has been Chairman of the College of Marketing of the Institute of Management Sciences, Director of the American Marketing Association, Trustee of the Marketing Science Institute, Director of the MAC Group, former member of the Yankelovich Advisory Board, and member of the Copernicus Advisory Board. He has been a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation. He has received honorary doctoral degrees from Stockholm University, University of Zurich, Athens University of Economics and Business, DePaul University, the Cracow School of Business and Economics, Groupe H.E.C. in Paris, the University of Economics and Business Administration in Vienna, the Catholic University of Santo Domingo, the Budapest School of Economic Science and Public Administration, BI Norwegian School of Management, Academy of Economic Studies in Bucharest, National University of Kyiv Mohyla Academy in Kiev, and Nyenrode Business University in the Netherlands. He has traveled extensively throughout Europe, Asia, and South America, advising and lecturing to many companies and organizations.