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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