Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing
This downloadable book, provided by McKenzie-Mohr & Associates, Inc. serves as a how to book for community based social marketing (CBSM). Beginning with a detailed process for uncovering barriers and benefits to proenvironmental behavior, the book describes six CBSM tools: commitments, prompts, norms, communication, incentives and convenience. Each section includes the research supporting each tool, steps for implementation and practical examples. A checklist for application of each tool is provided. Suggestions for planning and implementing a CBSM strategy, including piloting, evaluation and disseminating findings are included. The author concludes with challenges of implementing a CBSM strategy, and leaves the reader with a reminder that changing behavior is critical to addressing environmental concerns.