Writing a blue print for sustainable thinking. In North America programs to increase energy efficiency, reduce waste and water consumption and alter transportation patterns are aimed at increasing sustainability. This book was written for people who design these programs and know that changing habits is not easy. Even though many people are aware that gasoline exhaust is a major cause of air pollution, very few will opt to walk to work rather than drive or take public transportation.
Experts agree that it is difficult to change people s behavior based on information alone.
This book introduces the strategies and methods of community-based social marketing, which are more effective in changing habits because they start with people s behavior and work backwards. They also take advantage of the fact that people are known to respond more often to personal appeals. For example, researchers observed that visitors to the Washington Mall did not recycle containers even though recycling cans were clearly labelled. In addition most of the recyclables originated from an outdoor food stand. A community based solution would be to ask the personnel at the food stand to remind those purchasing a recyclable bottle or container to deposit it in the appropriate recycling can.