publication . Article . Other literature type . 2010

Using Community-Based Social Marketing Techniques to Enhance Environmental Regulation

Amanda Kennedy;
Open Access
  • Published: 26 Apr 2010 Journal: Sustainability, volume 2, pages 1,138-1,160 (eissn: 2071-1050, Copyright policy)
  • Publisher: MDPI AG
Abstract
This article explores how environmental regulation may be improved through the use of community-based social marketing techniques. While regulation is an important tool of sustainability policy, it works upon a limited range of behavioural ‘triggers’. It focuses upon fear of penalty or desires for compliance, but individual behaviour is also affected by beliefs and values, and by perceived opportunities for greater satisfaction. It is argued that more effective environmental laws may be achieved using strategies that integrate regulation with community-based social marketing. Case studies where community-based social marketing techniques have been successfully u...
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Subjects
free text keywords: Management, Monitoring, Policy and Law, Renewable Energy, Sustainability and the Environment, Geography, Planning and Development, community-based social marketing, environmental regulation, community-based social marketing; environmental regulation, Marketing research, Sustainability, Marketing management, Public relations, business.industry, business, Community based, Social marketing, Environmental regulation, Public Sector Marketing, Marketing, lcsh:Environmental effects of industries and plants, lcsh:TD194-195, lcsh:Renewable energy sources, lcsh:TJ807-830, lcsh:Environmental sciences, lcsh:GE1-350, jel:Q, jel:Q0, jel:Q2, jel:Q3, jel:Q5, jel:Q56, jel:O13
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