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Using Community-Based Social Marketing Techniques to Enhance Environmental Regulation

Author

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  • Amanda L. Kennedy

    (Australian Centre for Agriculture and Law, University of New England, Armidale, New South Wales 2350, Australia)

Abstract

This article explores how environmental regulation may be improved through the use of community-based social marketing techniques. While regulation is an important tool of sustainability policy, it works upon a limited range of behavioural ‘triggers’. It focuses upon fear of penalty or desires for compliance, but individual behaviour is also affected by beliefs and values, and by perceived opportunities for greater satisfaction. It is argued that more effective environmental laws may be achieved using strategies that integrate regulation with community-based social marketing. Case studies where community-based social marketing techniques have been successfully used are examined, and methods for employing community-based social marketing tools to support environmental regulation are proposed.

Suggested Citation

  • Amanda L. Kennedy, 2010. "Using Community-Based Social Marketing Techniques to Enhance Environmental Regulation," Sustainability, MDPI, vol. 2(4), pages 1-23, April.
    • Handle: RePEc:gam:jsusta:v:2:y:2010:i:4:p:1138-1160:d:8078
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    Citations

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    Cited by:

    1. Matei, Ani & Dogaru, Tatiana-Camelia, 2012. "Community-based Social Marketing, Additional Instrument of Traditional Public Policies’ Instruments: Case study – Controlling Air Pollution in Romania," MPRA Paper 53701, University Library of Munich, Germany.
    2. Dalia Streimikiene & Jolita Vveinhardt, 2015. "Community based social marketing for implementation of energy saving targets at local level," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(39), pages 723-723, May.
    3. Áron Perényi & Rowan E. Bedggood & Denny Meyer & Phillip Bedggood & Karen Farquharson & Clare Johansson & Gina Milgate, 2019. "Exploring the Effectiveness of an Energy Efficiency Behaviour Change Project on Well-Being Outcomes for Indigenous Households in Australia," Sustainability, MDPI, vol. 11(8), pages 1-18, April.
    4. Dan Dumitriu & Gheorghe Militaru & Dana Corina Deselnicu & Andrei Niculescu & Mirona Ana-Maria Popescu, 2019. "A Perspective Over Modern SMEs: Managing Brand Equity, Growth and Sustainability Through Digital Marketing Tools and Techniques," Sustainability, MDPI, vol. 11(7), pages 1-24, April.
    5. John C. Dernbach & Joel A. Mintz, 2011. "Environmental Laws and Sustainability: An Introduction," Sustainability, MDPI, vol. 3(3), pages 1-10, March.
    6. Matthew T. Ballew & Allen M. Omoto & Patricia L. Winter, 2015. "Using Web 2.0 and Social Media Technologies to Foster Proenvironmental Action," Sustainability, MDPI, vol. 7(8), pages 1-29, August.
    7. Carla Rodriguez-Sanchez, 2023. "The role of social marketing in achieving the planet sustainable development goals (SDGs)," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(3), pages 559-571, September.
    8. Gliedt, Travis & Hoicka, Christina E., 2015. "Energy upgrades as financial or strategic investment? Energy Star property owners and managers improving building energy performance," Applied Energy, Elsevier, vol. 147(C), pages 430-443.

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