Promoting Sustainable Behaviour

Promoting Sustainable Behaviour
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SYNOPSIS 

"Many environmental communicators still labour under the misunderstanding that ethical behaviours can be isolated and sold in the same way as iPhones or deodorant. With characteristic clarity and authority, Adam Corner shows us why this cannot be the case - and highlights what we should be doing instead." 

TOM CROMPTON, Change Strategist, WWF

Promoting sustainable behaviour is a critical part of society’s response to climate change. This short, practical book is the definitive guide to building a sustainable behaviour campaign that works. 

There are more and less effective ways for businesses, NGOs and governments to encourage people to act in a more sustainable way, and some common pitfalls to avoid. By summarising ‘what really works’ and pulling out the most important take-home messages from the evidence base, this book contains all the tools you need to maximise the success of your sustainable behaviour initiative -- in households, when commuting, in  the workplace and beyond. 

By looking beyond individual behaviours to people’s sense of identity and values; by incorporating social signals that provide such important cues for our everyday behaviour; by pointing out strategies that attract (and keep) people’s interest; and by understanding how to break bad habits and create good ones, this guide offers the best chance of creating a lasting change in behaviour. 

Read article: Promoting Sustainable Behaviour Means More than Clever Slogans (Guardian Sustainable Business, 31 October, 2012)


ENDORSEMENTS

Many environmental communicators still labour under the misunderstanding that ethical behaviours can be isolated and sold in the same way as iPhones or deodorant. With characteristic clarity and authority, Adam Corner shows us why this cannot be the case - and highlights what we should be doing instead." 
TOM CROMPTON, Change Strategist, WWF


ABOUT THE AUTHOR 

DR ADAM CORNER is a researcher and writer whose work focuses on the psychology of communicating climate change. He leads the Talking Climate programme for the Climate Outreach and Information Network (a charity which specialises in climate change communication), and is a Research Associate in the School of Psychology at Cardiff University.  He has published widely in leading academic journals, writes regularly for the Guardian newspaper and other national media, and edits the website Talking Climate (www.talkingclimate.org), the gateway to research on climate change communication. Adam’s work aims to bridge the gap between academic research and the range of groups – policy makers, practitioners, businesses and community groups – who could make best use of it.


CONTENTS 

Chapter 1: Promoting sustainable behaviour: what’s the point? 
Chapter 2: Framing your messages – what values are you appealing to? 
Chapter 3: Harnessing the power of social norms 
Chapter 4: Breaking bad habits and creating good ones 
Chapter 5: Do ‘scare tactics’ work? 
Chapter 6: Putting it all together & making wider change 
Appendix A: Mapping principles to case studies 
Appendix B: The behaviour change landscape


PRODUCT DETAILS

Title: Promoting Sustainable Behaviour
Author: Adam Corner
Publication Date: October 2012
Page extent: 62
Formats and ISBNs: 
pdf: 9781909293144
epub: 9781909293137
print: 9781909293120



Promoting Sustainability, Sustainable Behaviour