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Fostering sustainable behaviour - Doug McKenzie-Mohr

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Title
Fostering sustainable behaviour - an introduction to community-based social marketing
Author
Doug McKenzie-Mohr
format
Paperback / softback
Publisher
New Society Publishers
Language
English
UK Publication Date
19991101

Description

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.

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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