Hi everyone,
I am a Master's student working on my thesis, which is going to focus on the large-scale application and long-term change of social marketing as an approach to pro-environmental behavior change. I am going to analyze the academic literature (which I'm finding to be very limited) and try to find any evidence of these 2 issues. I will also consider reviewing some case studies and contrast those findings with what is in the literature. So I though this would be the perfect place to ask for any suggestions on the literature and any comments on what I am planning on doing. Has something similar been done before? The literature on social marketing and health is vast, but the one concerning environmental issues is apparently not. I have been looking in several areas such as health promotion, marketing journals, the environmental psychology areas, among others. Through this research I also hope to identify research trends, such as audiences and areas most receptive to a social marketing intervention. Thanks for any help you can provide me
Bruno Takahashi
SUNY-ESF
Seeking Suggestions for Research on Social Marketing
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Bruno:
I'd suggest you also take a look at program evaluation literature - for example, on the energy efficiency side - the proceedings of the International Energy Program Evaluation Conference (http://www.iepec.org/). Note that they don't always call it social marketing - but if they are using the same approach (researching the audience, identifying and addressing barriers and motivators to change, piloting, evaluating and improving...) that may not matter. I am interested to read what you come up with.
Cheers,
Jay
Jay Kassirer
President,
Cullbridge Marketing and Communications
61 Forest Hill Avenue,
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Tel: (613) 224-3800,
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...
CBSM for reduced auto use is a pretty interesting application of CBSM. These efforts show potential to reduce auto-generated greenhouse gas emissions by 20%, but the effort is still in its infancy.
A) Do trials in major cities in Australia and the U.S. count as large scale applications? I'd argue this is one of the largest CBSM programs ever attempted.
B) The long term impact has been studied. I believe there is some issue with the behavior "sticking" over time.
There have been efforts based on the initial Werner Brog TravelSmart program.
Trials have taken place in Portland, Seattle, a new one called Travel Choice in the Bay Area (see transcoalition.org), and Australia (Brisbane, Darebin, Fremantle, Perth, .
I've found Rita Seethaler to be a very astute thinker on the topic.
Werner Brog, The Situational Approach - An Alternative Model Concept. Theoretical Foundations and Practical Applications. 7th Australian Transport Research Forum, March 17, 1982. [There are many papers by Brog on the topic - a web search should turn up a handful. Here's a publications page: http://www.socialdata.de/info/publ_e.php ]. [Historically, this may have been one of the first applications of CBSM.]
Brog's company can be found at: http://www.socialdata.de/
Here are two of socialdata's efforts: http://www.travelsmart.gov.au/index.html
http://www.travelsmart.gov.au/index.html
Bruce James, Werner Brog. Increasing Walking Trips through TravelSmart Individualized Marketing. World Transport Policy & Practice, Volume 7, Number 4, 2001. pages 61-66.]
Seethaler, R.K. and Rose, G. (2003). "Application of Psychological Principles to Promote Travel Behaviour Change". 26th Australasian Transport Research Forum, Wellington, NZ, October 1-3.
http://www.tuti.com.au/Publications/2003/ATRF03-RG14.pdf .
Seethaler, R.K. and Rose, G. (2005). "Using the Six Principles of Persuasion to Promote Travel Behaviour Change - Preliminary Findings of Two TravelSmart Field Experiments". TUTI Report 44-2005, paper submitted for presentation at the 28th Australasian Transport Research Forum, Sydney, September 2005.
http://www.tuti.com.au/Publications/2005/TR44-ATRF05-RKSPOP.pdf [Here Seethaler applies Doug McKenzie-Mohr's Foster Sustainable Behavior book to TravelSmart / auto reducation.]
"In Motion - Neighborhood Transportation Demand Management (TDM) Pilots. Community-Based Social Marketing for Trip Reduction. Final Report." April 2005. By the Greater Seattle King County Metro Transit agency. TravelSmart Portland http://www.portlandonline.com/transportation/index.cfm?c=dgdha
A summary of TravelSmart efforts as well as some other marketing efforts to reduce auto trips. http://www.vtpi.org/tdm/tdm23.htm
- Steve Raney,
Cities21.org,
Palo Alto, CA