HOW GOVERNMENTS USE SOCIAL MARKETING FOR COMBATING CLIMATE CHANGE…
HOW GOVERNMENTS USE SOCIAL MARKETING FOR COMBATING CLIMATE CHANGE
social norms (the idea of influencing behaviour changing by what is conceived as normal by the society
social network theory?
theories of change
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?
what is the holistic approach to smk by Uk government in climate change?
social marketing strategy
BENCHMARK OF SMK ACTIONS/CAMPAIGNS
Analysing Mix marketing and arguments against people's perceptions
reducing carbon footprint
climate change mitigation
promoting public engagement
sustainable consumer behavior
Mareting for non profit
Public sector Management
Public Policy and Administration
Strategic Management in Public Services Organisations
conplexity and CHALLENGE TO USE SMK FOR SUSTAINABILITY
WHAT IS THE BENEFIT? WHAT DOES IT COST TO CHANGE BEHAVIOUR?
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
PUBLIC SECTOR MANAGEMENT
Possible outcomes for solution
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
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
barriers to low carbon behaviour