Social marketing relies on behavior modification theory. It identifies key factors that determine the behaviors of target audiences. In practicing social marketing, communicators consider how to make the new behavior desirable and accessible to the target audience by looking at barriers to, and benefits of its adoption. GreenCOM uses a form of social marketing that involves a simple five-step process.
People usually have good reasons for doing what they do.
Knowing what people think and why they act the way they do can pinpoint a problem and identify the right way to solve it. Some small fraction of the audience may already carry out the behaviors we want a larger portion of the population to do. When possible we build on what people are already doing correctly. We look for opportunities to develop appealing messages that make the desired behavior sound fun and easy. We also learn their sources of information so we can select a medium for communicating these messages.