Want To Improve Community-Level Green Behaviour? Try With Social Marketing

On 10/03/2014, in Education for Sustainability, Green Marketing, Social Marketing, by Dr. Paola Fiore

Social Marketing and Environmental Behaviour

 

A community-level initiative in the UK has successfully used social marketing techniques to encourage participants to cut their greenhouse gas emissions. On average, participants reduced their emissions footprint by 2 tonnes every year.

Based on the initiative, the authors of this study propose a framework to guide future community engagementThere is increasing emphasis on the role of community-level movements to reduce greenhouse gas emissions.

In this study, researchers examine an initiative which utilized “social marketing” to encourage a shift towards pro-environmental behaviours in the city of York, UK.

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Environmental Management Systems Should Not Be Merely Used As Marketing Tools

Environmental Management Systems and Greenwashing

 

Generally, companies that adopt an Environmental Management System (EMS) based on the ISO 14000 family of international standards, and which is normally designed to help reduce the business’s environmental impact, back this up with sincere, long term investment in environmentally-friendly practices and technologies, as suggested also by a recent review.

Researchers of this latest study found that the adoption of the ISO 14001:2004 requirements for certification was not “greenwash“, but reflected in fact a move towards more sustainable practices in both European and North American companies.

Environmental management systems, such as the international standard ISO 14001:2004 and the European Union’s Environmental Management and Audit Scheme (EU EMAS III), provide a holistic approach towards reducing the environmental impacts, and the number of companies that are using these management systems has increased rapidly in the recent years.

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