Lynne Eagle
Challenges facing behaviour change interventions: A social marketing perspective on communicating sustainability and climate change science
Eagle, Lynne; Case, Peter; Low, David
Authors
Contributors
Krzysztof Kubacki
Editor
Sharyn Rundle-Thiele
Editor
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.
Citation
Eagle, L., Case, P., & Low, D. (2013). Challenges facing behaviour change interventions: A social marketing perspective on communicating sustainability and climate change science. In K. Kubacki, & S. Rundle-Thiele (Eds.), Contemporary Issues in Social Marketing (21-40). Cambridge: Cambridge Scholars
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 |
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