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Sustainability 2010, 2(4), 1138-1160;

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)
Full-Text   |   PDF [253 KB, uploaded 24 February 2015]


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. View Full-Text
Keywords: community-based social marketing; environmental regulation community-based social marketing; environmental regulation
This is an open access article distributed under the Creative Commons Attribution License (CC BY 3.0).

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

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