In recent years the potential value of applying professional marketing techniques to producing social and environmental behaviour change has been explored, largely in the US and Canada. This initiative has given rise to the new discipline of social marketing, which has been defined as “the application of commercial marketing technologies to the analysis, planning, execution and evaluation of programs designed to influence the voluntary or involuntary behaviour of target audiences in order to improve the welfare of individual and society.”
Social marketing campaigns are undertaken through a disciplined sequence of activities. In this paper I explore the potential application of social marketing to changing the behaviour of Australian households so as to reduce the current contribution of household energy, water and waste use to greenhouse gas emissions.
Download my paper on ‘Social Marketing and the Environment’ here.