Brian Jones Belo-sur-Mer June 11, 2010

Hello all,

I work for an NGO in Southwest Madagascar where we partner with local communities to sustainably manage their traditional fishery resources. One of our goals is to reduce the prevalence of destructive fishing practices (such as poison fishing, small mesh nets, etc...) by applying the principles of social marketing for affecting behavior change. The first step for me is to conduct a literature review to be followed by quantitative and qualitative formative research at the village level.

My literature review has, thus far, turned up essentially nothing on the application of social marketing in the field of natural resource management/conservation in the developing world. Can anyone point me in the direction of some publications or other organizations who have used Social Marketing in this way?


Brian Jones
Blue Ventures Conservation
United States