Climate of change – or confusion?

Eagle, Lynne, Case, Peter, and Low, David R. (2012) Climate of change – or confusion? In: Proceedings of the 2012 International Social Marketing Conference, pp. 55-59. From: INSM 2012 International Social Marketing Conference, 27-29 June 2012, Brisbane, QLD, Australia.

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Abstract

There is widespread, although not universal, agreement that sustainability and climate change constitute major challenges with real effects (Peattie & Peattie, 2009). Human activity has disrupted ecological systems; continued pursuit of economic growth based on exploiting finite resources is unsustainable and 'avoiding dangerous climate change will require lifestyle changes'(Gowdy, 2008: 64), yet there is a lack of clarity and clear communication of what action should be taken and by whom. Policy makers assume, without evidence, 'spillover effects', i.e., small behaviour changes will lead to larger change and catalysts for other changes, but doing one pro-environmental behaviour may be seen as compensating for other environmentally detrimental behaviours (Corner & Randall, 2011). These authors note the expectation that social marketing interventions will be employed to address climate change challenges. We discuss the factors that should be taken into account in designing effective sustainability and climate change adaptation interventions.

Item ID: 22475
Item Type: Conference Item (Refereed Research Paper - E1)
Keywords: climate change, attitude-behaviour gap, behaviour change, message framing
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ISBN: 978-1-921760-68-6
Date Deposited: 10 Sep 2012 06:25
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150310 Organisation and Management Theory @ 25%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 75%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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