Social marketing for the environment: using information campaigns to promote environmental awareness and behavior change

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Abstract
This paper proposes social marketing as one approach for developing solutions to many environmental problems currently facing the global community. The social marketing approach applies generic marketing and marketing research strategies to the promotion of social programs or products (e.g., programs or products that benefit society). Diverse literatures have been synthesized to develop a set of guiding principles for pro-social communication These principles may be used pre-scriptively in developing environmental information campaigns. The proposed principles include adoption of a consumer orientation, mutual exchange between marketer and audience, analysis and segmentation of the audience, establishment of appropriate and realistic campaign objectives, application of formative research, analysis of channels of communication, use of behavioral theory, the creation of a marketing mix, application of process and outcome evaluation strategies, communication at the macro-social level, and establishing a time frame that facilitates institutionalization of the campaign goals. Attention to these principles will help campaign and policy planners translate growing environmental concern among the populations and governments of the world into effective environmental action.

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