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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, Open Access Journal, 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. 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.
    2. John C. Dernbach & Joel A. Mintz, 2011. "Environmental Laws and Sustainability: An Introduction," Sustainability, MDPI, Open Access Journal, vol. 3(3), pages 1-10, March.
    3. Matthew T. Ballew & Allen M. Omoto & Patricia L. Winter, 2015. "Using Web 2.0 and Social Media Technologies to Foster Proenvironmental Action," Sustainability, MDPI, Open Access Journal, vol. 7(8), pages 1-29, August.
    4. 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.

    More about this item

    Keywords

    community-based social marketing; environmental regulation;

    JEL classification:

    • Q - Agricultural and Natural Resource Economics; Environmental and Ecological Economics
    • Q0 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General
    • Q2 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation
    • Q3 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Nonrenewable Resources and Conservation
    • Q5 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth
    • O13 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Agriculture; Natural Resources; Environment; Other Primary Products

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