Word limit: 2000 words (+/- 10% including appendices, but excluding the table of content, executive summary and references)
Community Based Social Marketing
TASK: Apply the Consumer-Based Social Marketing framework to design a program that would encourage you to adopt a new environmentally friendly behaviour at home
When purchasing goods or services, or just doing things in our life, we have the opportunity to do so in a way that is environmentally sustainable, or not so sustainable. Environmental sustainability issues are pervasive in business, and in our world. Social marketing provides a framework to bring about necessary changes in behaviour for societal and environmental wellbeing. The study of consumer behaviour provides a solid foundation for the application of social marketing efforts. The Community-Based Social Marketing (CBSM) approach provides both a process and toolbox for Marketers to use to bring about improved environmental outcomes by influencing behaviours that support more environmentally friendly outcomes.
Draw upon your knowledge of CBSM to design a program that would encourage you to change your own behaviour, and which may influence the behaviour of others in your household, towards an improved environmentally friendly behaviour at home. To complete this task, you thus need to reflect upon yourself and the things that influence and motivate your behaviour and share these reflections alongside your analysis of the CBSM.
You will need to use the CBSM framework (first 3 steps) and the tools for influencing behaviour change to complete this task. Be sure to first think about ‘what’ you want ‘people like you’ to do!
Write this as though you are doing this work for a client – so imagine that your local council has commissioned you to do this work. Be sure to provide them with clear recommendations on what should be involved in your CBSM program.
You need to produce a well-articulated, succinct business-style report containing: