Challenges facing behaviour change interventions: a social marketing perspective on communicating sustainability and climate change science

Eagle, Lynne, Case, Peter, and Low, David R. (2013) Challenges facing behaviour change interventions: a social marketing perspective on communicating sustainability and climate change science. In: Kubacki, Krzysztof, and Rundle-Thiele, Sharyn, (eds.) Contemporary Issues in Social Marketing. Cambridge Scholars Publishing, Newcastle upon Tyne, UK, pp. 21-40.

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Abstract

[Extract] Sustainability and climate change constitute major challenges to current lifestyles (Peattie & Peattie, 2009). It is suggested that 'the world has three choices in dealing with climate change: mitigation, adaptation and suffering' (Moser, 2012: 165). Continued pursuit of economic growth based on exploiting finite resources is unsustainable. Considerable focus has been placed on the international mitigation of effects, particularly in the short term (Carrico & Riemer, 2011); adaptation, particularly at the local level, has not received the same focus (Urwin & Jordan, 2008). While the potential effects of climate change and the need for sustainability have been largely, though not universally, accepted, there is a lack of clarity and clear communication with regards to what action should be taken, and by whom, to adapt to these challenges. There appears to be an expectation that persuasive communications-based strategies will be employed to address climate change threats (Comer & Randall, 2011). Here, we provide an analysis of the context and discuss the factors that should be taken into account in designing effective sustainability and climate change adaptation interventions.

Item ID: 30089
Item Type: Book Chapter (Scholarly Work)
ISBN: 978-1-4438-5024-7
Keywords: climate change communication, sustainability, behaviour adaptation, behaviour change, social marketing
Date Deposited: 12 May 2014 00:41
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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