Chahid Farouli and Jeff French are editing, and Palgrave is publishing the Encyclopedia of Social Marketing. One of the five sections include Applications and significant social marketing example programmes that Dr. Bo Pang and I will edit. We intend to publish 50 strong social marketing case studies of 2-3,000 words each that display presence of a tangible product or an intangible service and strong evaluation. Otherwise, we are open to any context (in terms of social issue, behaviour, target audience, or culture). We invite students, faculty, researchers, and practitioners to email me (s.deshpande@griffith.edu.au) by September 6, 2019, title of the initiative and related website or report and whether you would be interested in writing that case (deadline for the first draft will be December 31, 2019). Once we finalize the list of case studies, we will invite you to write the case and provide further details. We highly appreciate if you could share our request in your networks! Thanks for your help,

Sameer Deshpande
Associate Professor (Social Marketing),
Acting Director (Social Marketing @ Griffith)
Department of Marketing,
Griffith Business School, Griffith University

An increasing amount of investment has been devoted to protecting and restoring ecosystem services worldwide. The efficiency of conservation investments, including payments for ecosystem services (PES), has been found to be affected by biological, political, economic, demographic, and social factors, but little is known about the effects of social norms at the neighborhood level. As a first attempt to quantify the effects of social norms, we studied the effects of a series of possible factors on people’s intentions of maintaining forest on their Grain-to-Green Program (GTGP) land plots if the program ends. GTGP is one of the world’s largest PES programs and plays an important role in global conservation efforts. Our study was conducted in China’s Wolong Nature Reserve, home to the world-famous endangered giant pandas and >4,500 farmers. We found that, in addition to conservation payment amounts and program duration, social norms at the neighborhood level had significant impacts on program re-enrollment, suggesting that social norms can be used to leverage participation to enhance the sustainability of conservation benefits from PES programs. Moreover, our results demonstrate that economic and demographic trends also have profound implications for sustainable conservation. Thus, social norms should be incorporated with economic and demographic trends for efficient conservation investments.