“Simply put, if you work on environmental issues, this book is indispensable.”
“McKenzie-Mohr and Tabanico’s methods for applying behavioral science and psychology to real-world environmental challenges are unparalleled.”
“This is THE manual to guide you through improving your program’s approach and outcomes.”
“Fostering Sustainable Behavior should be required reading for anyone who develops or manages an environmental program.”
“Fostering Sustainable Behavior is a must read for anyone interested in improving the impact of community-based behavior change programs.”
“The concepts presented in this book have revolutionized my work as a scholar and an activist.”
“This new edition provides the best program I have seen for marketing and achieving sustainability.”
“Over the last three decades, community-based social marketing has revolutionized the development, implementation, and promotion of environmental programs.”
The Award-Winning Book on How to Effectively Promote Sustainable Behavior
Recommended by Time magazine, Fostering Sustainable Behavior introduces community-based social marketing and illustrates how it can be used to promote the adoption of behaviors that protect the environment.
The extensively revised fourth edition explains why environmental programs often fail and introduces a framework for creating effective strategies by selecting the most important behaviors to target, uncovering why people don’t adopt those behaviors, and how to utilize behavioral science knowledge to encourage their adoption. It also provides guidance for pilot testing programs to ensure they are effective before being broadly delivered.
About the Authors
Doug McKenzie-Mohr
For over four decades, Doug McKenzie-Mohr has worked to incorporate scientific knowledge on behavior change into the design and delivery of environmental programs. He founded community-based social marketing, a framework for developing environmental behavior change programs, which is now used globally. Doug is the author/co-author of three books on community-based social marketing. 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, the World Social Marketing Conference’s inaugural award for contributions to the field of social marketing, and he is a B.F. Skinner distinguished lecturer. More than 75,000 program managers have attended his workshops. Doug is a former Professor of Psychology and is currently an adjunct professor at the University of Victoria, Canada.
Jennifer Tabanico
Jennifer Tabanico owns and operates Action Research, a firm that specializes in applying the community-based social marketing framework to a wide range of environmental behavior changes, including those impacting water, air quality, biodiversity, waste, and climate. For over twenty years, she has worked with federal, state, and local government agencies, private companies, and community organizations across the globe. Her work has been published in the Journal of Environmental Psychology, Social Influence, Energy, and Social Marketing Quarterly. She has also contributed chapters to books on hazardous waste management, social marketing, and producer responsibility. Since 2016, Jennifer has served as an instructor for the Behavior Change and Sustainability and Sustainable Business Practices Certificate Programs at the University of California San Diego (UCSD) Extended Studies. She has an MA in Experimental Psychology from California State University, San Marcos.