Abstract
The emission of greenhouse gases poses a significant threat to human health, financial stability, and community life due to its detrimental impact on the natural environment. Despite the scientific consensus on the reality and causes of climate change, traditional methods such as information-based campaigns and economic self-interest approaches have shown limited success in changing behavior towards sustainability. Community-based social marketing (CBSM) is a practical approach that has proven effective in creating behavioral change. However, CBSM is often not implemented in accordance with the recommended methodology, with only a few studies following all the steps suggested by McKenzie-Mohr. Moreover, not many efforts have been made in the Chinese context to identify behavioral targets for interventions aimed at reducing greenhouse gas emissions. This study fills this gap by employing the CBSM framework to identify the most viable behavioral targets for future interventions and provides guidance to researchers, practitioners, and other interventionists on how to select potential behavioral targets. The objectives of the study are to identify behaviors with higher impact, probability, and penetration, identify barriers to behavior change, develop strategies to overcome these barriers and test the effectiveness of these strategies in promoting identified behaviors. The research also investigates whether reducing emissions associated with specific behaviors is more beneficial than targeting behaviors with lower emissions. This study is a pioneering effort that can serve as a guide for identifying valuable behavioral targets for populations worldwide.
Presenters
Muhammad Farrukh IqbalSenior Lecturer, Faculty of Economics, Shenzhen MSU-BIT University, China
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Human Impacts and Responsibility
KEYWORDS
Climate change, Behvaior, Social marketing
