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 Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing |
| Sunday, May 28, 2023 |
| 6:00 PM–6:50 PM |
| Convention Center Four Seasons Ballroom 2/3 |
| Area: CSS; Domain: Theory |
| Chair: Sarah M. Richling (Auburn University) |
| CE Instructor: Douglas McKenzie-Mohr, Ph.D. |
| Presenting Author: DOUGLAS MCKENZIE-MOHR (McKenzie-Mohr & Associates) |
| Abstract: This presentation provides a comprehensive introduction to community-based social marketing and how it is being applied worldwide to foster sustainable behaviors. Those who attend the workshop will learn the five steps of community-based social marketing (selecting behaviors, identifying barriers, developing strategies, conducting pilots, and broad-scale implementation) and be exposed to case studies illustrating its use. |
| Instruction Level: Intermediate |
| Target Audience: Behavioral scientists with an interest in applying knowledge from the field to the fostering of sustainable behaviors |
| Learning Objectives: At the conclusion of the presentation, participants will be able to: (1) understand the contribution behavioral sciences can make to sustainability; (2) Understand the community-based social marketing framework; (3) understand how to select which behaviors to target |
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| DOUGLAS MCKENZIE-MOHR (McKenzie-Mohr & Associates) |
 For over three decades Dr. Doug McKenzie-Mohr has been working to incorporate scientific knowledge on behavior change into the design and delivery of community programs. He is the founder of community-based social marketing and the author/co-author of three books on the topic. One of these books, “Fostering Sustainable Behavior,” has been recommended by Time Magazine and become requisite reading for those who deliver programs to promote behaviors that protect the environment and foster public health and safety. His work has been featured in the New York Times and he is the recipient of the American Psychological Association’s inaugural award for innovation in environmental psychology and the World Social Marketing conference’s inaugural award for contributions to the field of social marketing. More than 75,000 program managers have attended workshops on community-based social marketing that he has delivered internationally. |
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