Sustainability 2010, 2(4), 1138-1160; doi:10.3390/su2041138
Article

Using Community-Based Social Marketing Techniques to Enhance Environmental Regulation

Australian Centre for Agriculture and Law, University of New England, Armidale, New South Wales 2350, Australia
Received: 2 April 2010; Accepted: 21 April 2010 / Published: 26 April 2010
(This article belongs to the Special Issue Environmental Laws and Sustainability)
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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.
Keywords: community-based social marketing; environmental regulation

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MDPI and ACS Style

Kennedy, A.L. Using Community-Based Social Marketing Techniques to Enhance Environmental Regulation. Sustainability 2010, 2, 1138-1160.

AMA Style

Kennedy AL. Using Community-Based Social Marketing Techniques to Enhance Environmental Regulation. Sustainability. 2010; 2(4):1138-1160.

Chicago/Turabian Style

Kennedy, Amanda L. 2010. "Using Community-Based Social Marketing Techniques to Enhance Environmental Regulation." Sustainability 2, no. 4: 1138-1160.

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