Using Community-Based Social Marketing Techniques to Enhance Environmental Regulation 英文参考文献.docVIP

Sustainability 2010, 2, 1138-1160; doi:10.3390/su2041138 OPEN ACCESS sustainability ISSN 2071-1050 /journal/sustainability Article Using Community-Based Social Marketing Techniques to Enhance Environmental Regulation Amanda L. Kennedy Australian Centre for Agriculture and Law, University of New England, Armidale, New South Wales 2350, Australia; E-Mail: amanda.kennedy@.au; Tel.: +61-2-6773-3493; Fax: +61-2-6773-3602. Received: 2 April 2010 / Accepted: 21 April 2010 / Published: 26 April 2010 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 1. Introduction There is evidence that the existing environmental regulatory framework is unlikely to achieve the sustainable outcomes desired within society. Individual compliance with regulation is motivated by a variety of factors, only some of which are targeted by regulation. Behaviorally effective law seems more likely through a combination of regulatory and non-regulatory approaches to simultaneously address multiple drivers of behavior, some of which are likely to respond to marketing stimuli. This pap