Fostering Sustainable Behaviour

As consumption patterns threaten to outstrip Earth's ability to support humanity and other species one thing becomes clear: that we cannot continue to live int he same old ways. 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.