Fostering Sustainable Behavior: Community-Based Social Marketing

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A useful and action-oriented 77-page book "Fostering Sustainable Behavior" by Environmental psychologist Doug McKenzie-Mohr, Ph.D. can be downloaded for free at

From the preface of the book:

"Community-based social marketing draws heavily on research in social psychology which indicates that initiatives to promote behavior change are often most effective when they are carried out at the community level and involve direct contact with people. The emergence of community-based social marketing over the last several years can be traced to a growing understanding that programs which rely heavily or exclusively on media advertising can be effective in creating public awareness and understanding of issues related to sustainability, but are limited in their ability to foster behavior change.

This guide will provide you with the information you need to incorporate community-based social marketing techniques into the programs you design. After reading this online book, you will have a new set of tools at your disposal which you can use to create effective community programs to foster sustainable behavior."

McKenzie-Mohr's comprehensive web site below also offers a wide variety of other resources related to community-based social marketing, including large searchable databases of articles, case studies, strategies, and discussion forums. It's worth a visit for those interested in working to foster sustainable behaviors, such as those involved in conservation, energy efficiency, transportation, waste reduction, and water efficiency!

Please note that new users of the site may need to register and create a user profile before receiving access to all of the resources included on the site.

For more information visit

Doug McKenzie-Mohr, Ph.D.
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All Minnesota
Outside Minnesota
77 pp.
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