Challenges facing behaviour change interventions: A social marketing perspective on communicating sustainability and climate change science

Eagle, Lynne; Case, Peter; Low, David

Abstract

Sustainability and climate change constitute major challenges to current lifestyles (Peattie & Peattie, 2009). It is suggested that “the world has three choices in dealing with climate change: mitigation, adaptation and suffering” (Moser, 2012: 165). Continued pursuit of economic growth based on exploiting finite resources is unsustainable. Considerable focus has been placed on international mitigation of effects, particularly in the short term (Carrico & Riemer, 2011); adaptation, particularly at the local level, has not received the same focus (Urwin & Jordan, 2008). While the potential effects of climate change and the need for sustainability are largely, but not universally accepted, there is a lack of clarity and clear communication of what action should be taken and by whom to adapt to these challenges. There appears to be an expectation that persuasive communications-based strategies will be employed to address climate change threats (Corner & Randall, 2011). We provide an analysis of the context and discuss the factors that should be taken into account in designing effective sustainability and climate change adaptation interventions.

• Publication Date: Jan 1, 2013
• Peer Reviewed: Peer Reviewed
• Pages: 21-40
• Book Title: Contemporary Issues in Social Marketing
• ISBN: 9781443850247
• Keywords: sustainability, climate change, social marketing, behaviour change, science communication
• Public URL: https://uwe-repository.worktribe.com/output/937850
• Publisher URL: http://www.cambridgescholars.com/contemporary-issues-in-social-marketing-16