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Pages 201-218

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From page 201...
... They are the centerpiece of social marketing efforts in environmental policy (McKenzie-Mohr and Smith, 1999. The key policy questions about these instruments are how much they can contribute to environmental protection objectives and how best to use them to achieve this potential.
From page 202...
... Many documented failures of environmental and energy information programs in the household sector can be attributed in part to a failure to address significant noninformational barriers to behavioral change (see, e.g., National Research Council, 1984; Gardner and Stern, 1996; Lutzenhiser, this volume, Chapter 3; Schultz, this volume, Chapter 4~. Similarly, the disappointing performance of many financial incentive programs targeting these behaviors can be attributed in part to a failure to diffuse the programs adequately (e.g., Stern et al., 1986~.
From page 203...
... ( Laws. regulations ~ and rewards ~ Privets contracts Available technology Convenience FIGURE 12-1 Paths of influence of five types of environmental policy instruments on five factors that affect environmentally significant behavior.
From page 204...
... Chapters 3 to 5 cover the most carefully studied applications in environmental policy. Chapters 6 and 7 summarize knowledge from well-studied domains outside environmental policy where there is a long history of research on communication and diffusion instruments.
From page 205...
... Build on Interpersonal Communication Impersonal communication efforts, such as mass mailings and mass media advertising, are easy for policy makers to organize at large scales, but have much less influence on any individual than personal communication that comes from people the target individual cares about or trusts. Personal communication is especially important when elements of the message are controversial or when the original source of the message (e.g., a government agency)
From page 206...
... Expectations should also consider contextual factors that may limit the effect of understanding on behavior change. This point is discussed further in the next section.
From page 207...
... One important kind of contextual influence is discussed by Press and Balch (this volume, Chapter 11~. They argue that the effectiveness of all locally implemented environmental policy instruments, including communication and diffusion instruments, is contingent on the policy capacity of local institutions.
From page 208...
... THE ROLE OF EDUCATION Although education relies primarily on communication, it is different in its objectives from the kinds of social marketing efforts already described. When communication is used to achieve an environmental policy goal (i.e., for social marketing)
From page 209...
... CONCLUSION Research has shown that communication and diffusion instruments can, under certain conditions, make significant contributions to meeting environmental policy objectives. It has identified a number of robust principles for designing these instruments to reach their potential.
From page 210...
... NOTES 1 Communication and diffusion are also at the heart of commercial advertising, much but not all of which runs counter to the goals of proenvironmental social marketing. This tension between environmental policy goals and those expressed in commercial "countermarketing" is discussed by Lutzenhiser (this volume, Chapter 3)
From page 211...
... McKenzie-Mohr, D., and W Smith 1999 Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing.
From page 215...
... initiatives than on those in any other nation (though this is changing quickly) and because we hope that the analyses presented here will be of value to those designing and evaluating voluntary programs in the United States.
From page 216...
... examines the causes and effects of voluntary codes of environmental conduct that are established by networks and formal associations of private firms. These include the American Chemistry Council's Responsible Care initiative and related efforts by other parts of the chemical industry, as well as programs by the National Paint and Coatings Association, the American Petroleum Institute, the American Forest & Paper Association, and the American Textile Manufacturers Association.
From page 217...
... Furger (Chapter 17) draws on the theories of collective action and networks as well as on case studies to develop hypotheses regarding why firms might participate in voluntary codes.
From page 218...
... The chapters that follow review the best research available on voluntary measures. To some who support voluntary measures, these chapters may be sobering.


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