Dr. Doug McKenzie-Mohr is an environmental psychologist who specializes in designing programs to promote sustainable behavior. For the last decade his award-winning work has focused on incorporating scientific knowledge on behavior change into the design and delivery of community programs. As the founder of community-based social marketing, he has repeatedly illustrated its utility in his research, workshops, and consulting. His previous version of this book published through Canada's National Round Table on the Environment and the Economy has become requisite reading for those who deliver programs to promote sustainable behavior.
Preface
How to Use this Book
Fostering Sustainable Behavior
Step 1: Selecting Behaviors
Step 2: Identifying Barriers and Benefits
Step 3: Developing Strategies
Commitment: From Good Intentions to Action
Social Norms: Building Community Support
Social Diffusion: Speeding the Adoption of New Behaviors
Prompts: Remembering to Act
Communication: Creating Effective Messages
Incentives: Enhancing Motivation to Act
Convenience: Making it Easy to Act
Developing Strategies Revisited
Step 4: Piloting
Step 5: Broad-scale Implementation and Evaluation
Concluding thoughts
Acknowledgments
References
About the author