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HOW GOVERNMENTS USE SOCIAL MARKETING FOR COMBATING CLIMATE CHANGE…
HOW GOVERNMENTS USE SOCIAL MARKETING FOR COMBATING CLIMATE CHANGE
CONCEPTUAL FRAMEWORK
MARKETING
mix marketing
SOCIAL-PSYCHOLOGY
cognitive dissonance
social norms (the idea of influencing behaviour changing by what is conceived as normal by the society
positive cueing
BEHAVIOUR CHANGE
social network theory?
theories of change
behavioural models
SOCIAL MARKETING
COMMUNITY BASED
RESEARCH QUESTIONS:people perception of benefits and barriers to smk actions by government in reducing carbon foot print
Barriers faced for behaviour change ?
Benefits perceived for public engagement?
perception study
what is the holistic approach to smk by Uk government in climate change?
social marketing strategy
investigating innovation
METHODOLOGY
METHODS
BENCHMARK OF SMK ACTIONS/CAMPAIGNS
EXAMPLES
CARBON TAX
eco labeling
SOURCES
MEDIA
SOCIAL MEDIA
GOVERNMENT DOCUMENTS
REPORTS
LITERATURE REVIEW
Analysing Mix marketing and arguments against people's perceptions
survey
focus groups
terms used
reducing carbon footprint
low carbon
sustainability
climate change mitigation
pro-environmental behaviour
promoting public engagement
citizen behaviour
attitudes
environmental citizenship
Sustainable lifestyles
CLIMATE CHANGE
global warming
greenhouse effect
greenhouse gases
environment
DISCIPLINE
MARKETING/MANAGEMENT
STRATEGY
CONSUMER BEHAVIOUR
sustainable consumer behavior
Mareting for non profit
SOCIAL MARKETING
ENVIRONMENT MARKETING
GREEN MARKETING
SOCIAL SCIENCES
PSYCHOLOGY
public sector
Public sector Management
Public Policy and Administration
Strategic Management in Public Services Organisations
strategy
behavioural economics
CONTEXT
conplexity and CHALLENGE TO USE SMK FOR SUSTAINABILITY
WHAT IS THE BENEFIT? WHAT DOES IT COST TO CHANGE BEHAVIOUR?
maximizing profit
characteristics of the environment intangible? for free? whta part of the environement, maybe different ways to foster pro-env behaviour depending on each area: ex. electricty, water, transpotation, etc.
iNSTITUTIONAL/ POLICY MAKING
LITERATURE REVIEW
KEY WORDS
SOCIAL MARKETING
PUBLIC SECTOR MANAGEMENT
SUSTAINABILITY
Possible outcomes for solution
innovation ?
strategy?
partnerships
integrated smk strategy
policy and communication(DEFRA)
narrowing subject to one aspect of carbon footprint (transportation, water and electricity saving, etc.)
opportunities for improvement
which area to focus on? (from DEFRA)
minimum wast/0 waste
water and energy efficiency
trasportation
eco-products
& services
cooking sustainable
vegan food
eco-improving houses
community resources
gardening and outdoor activities
Narrow subject to an aspect of smk
segmentation issues of smk in combating climate change
smk approaches and strategies: networks, community based, etc. / upstream,downstream, midstream
mix social marketing
literatuere review
barriers to low carbon behaviour
FINANCIAL BENEFIT