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Title: Using Community-Based Social Marketing Techniques to Enhance Environmental Regulation
Contributor(s): Kennedy, Amanda L  (author)
Publication Date: 2010
DOI: 10.3390/su2041138
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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 used are examined, and methods for employing community-based social marketing tools to support environmental regulation are proposed.
Publication Type: Journal Article
Source of Publication: Sustainability, 2(4), p. 1138-1160
Publisher: MDPI AG
Place of Publication: Switzerland
ISSN: 2071-1050
Fields of Research (FoR) 2008: 180111 Environmental and Natural Resources Law
Socio-Economic Objective (SEO) 2008: 960702 Consumption Patterns, Population Issues and the Environment
960799 Environmental Policy, Legislation and Standards not elsewhere classified
949999 Law, Politics and Community Services not elsewhere classified
HERDC Category Description: C1 Refereed Article in a Scholarly Journal
Appears in Collections:Journal Article

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