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Using Successful Cases to Promote Environmental Sustainability: A Social Marketing Approach
Abstract
The success of encouraging environmental sustainability by means of social marketing programs is partially determined by identifying certain actions that can favourably influence people's behaviours towards a more ecologically benign lifestyle. In this chapter, such actions (remodelling businesses and the economy by means of non-market capitals, social enterprises, and economic democracy; transforming food systems; renewable energy and energy reductions and simplifying lifestyles) are gleaned from a description of Cuba's transition period, the Findhorn Ecovillage and the BedZED development where greater levels of environmental sustainability have been attained. Associating the actions to social marketing theory reveals that they are well positioned to influence behaviours towards improved levels of environmental sustainability.
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