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Behaviour change & social marketing

Behaviour change & social marketing

Guidance Documents

Behaviour change for conservation online course (2020). (TRAFFIC) External resource

Behavior change for nature: a behavioral science toolkit for practitioners (2019). (Rare and The Behavioural Insights Team) External resource

Global consensus on social marketing principles, concepts and techniques (2017). (European Social Marketing Association) External resource

Tackling environmental problems with the help of behavioural insights (2017). (Organisation for Economic Co-operation and Development) External resource

The principles of pride: the science behind the mascots (2013). (Butler, P., Green, K. & Galvin, D.) External resource

Social marketing: influencing behaviors for good quick reference guide (2012). (Lee, N. & Kotler, P.)  External resource

A declaration of social marketing’s unique principles and distinctions (2011). (Lee, N.R., Rothschild, M.L. & Smith, W.) Adobe Acrobat PDF Download

Big pocket guide to using social marketing for behaviour change (2011). (National Social Marketing Centre) External resource

Tools of engagement: a toolkit for engaging people in conservation (2011). (National Audubon Society) Adobe Acrobat PDF Download

Key Papers

Brennan, L., and W. Binney. 2010. Fear, guilt, and shame appeals in social marketing. Journal of business Research 63:140-146. External resource

Byerly, H., A. Balmford, P. J. Ferraro, C. Hammond Wagner, E. Palchak, S. Polasky, T. H. Ricketts, A. J. Schwartz, and B. Fisher. 2018. Nudging pro-environmental behavior: evidence and opportunities. Frontiers in Ecology and the Environment 16:159-168. External resource

Cinner, J. 2018. How behavioral science can help conservation. Science 362:889. External resource

Corner, A., and A. Randall. 2011. Selling climate change? The limitations of social marketing as a strategy for climate change public engagement. Global Environmental Change 21:1005-1014. External resource

Douglas, L. R., and D. Veríssimo. 2013. Flagships or battleships: deconstructing the relationship between social conflict and conservation flagship species. Environment and Society 4:98-116. External resource

Duthie, E., D. Veríssimo, A. Keane, and A. T. Knight. 2017. The effectiveness of celebrities in conservation marketing. Plos One 12:e0180027. Adobe Acrobat PDF Download

Freeman, S., B. D. Taff, Z. D. Miller, J. A. Benfield, and P. Newman. 2021. Mutualism wildlife value orientations predict support for messages about distance-related wildlife conflict. Environmental Management. External resource

Lu, H., W. F. Siemer, M. S. Baumer, D. J. Decker, and A. Gulde. 2016. Effects of message framing and past experience on intentions to prevent human–coyote conflicts. Human Dimensions of Wildlife 21:506-521. External resource

McKenzie-Mohr, D. 2000. Fostering sustainable behavior through community-based social marketing. American psychologist 55:531-537 External resource

McKenzie-Mohr, D. 2000. New ways to promote proenvironmental behavior: promoting sustainable behavior: an introduction to community-based social marketing. Journal of Social Issues 56:543-554. External resource

McKenzie-Mohr, D., and P. W. Schultz. 2014. Choosing effective behavior change tools. Social Marketing Quarterly 20:35-46. External resource

Nilsson, D., G. Baxter, J. R. A. Butler, and C. A. McAlpine. 2016. How do community-based conservation programs in developing countries change human behaviour? A realist synthesis. Biological Conservation 200:93-103. External resource

Nilsson, D., K. Fielding, and A. Dean. 2019. Achieving conservation impact by shifting focus from human attitudes to behaviors. Conservation Biology External resource

Perry, L. R., T. P. Moorhouse, L. Sibanda, S. L. Sompeta, D. W. Macdonald, and A. J. Loveridge. 2020. Everyone is normal: consistent livestock management norms and demographic clusters in Kenya and Zimbabwe. Conservation Science and Practice n/a:e313. Adobe Acrobat PDF Download

Rothschild, M. L. 1999. Carrots, sticks, and promises: a conceptual framework for the management of public health and social issue behaviors. Journal of Marketing 63:24-37. External resource

St John, F. A. V., G. Edwards-Jones, and J. P. G. Jones. 2010. Conservation and human behaviour: lessons from social psychology. Wildlife Research 37:658-667. External resource

Veríssimo, D. 2013. Influencing human behaviour: an underutilised tool for biodiversity management. Conservation Evidence 10:29-31. Adobe Acrobat PDF Download

Books and Book Chapters

McKenzie-Mohr, D. 2011. Fostering sustainable behavior: an introduction to community-based social marketing (Third Edition). New Society Publishers. External resource



PCI Media Impact

National Social Marketing Centre

SCB Conservation Marketing and Engagement Working Group