A targeted social marketing approach for community pro-environmental behavioural change

The research demonstrates that a targeted social marketing approach in York, UK, involving the recruitment of six community teams for a six-month period of mentoring and advice, led to a statistically significant reduction in carbon emissions. Participants achieved an average reduction of 2.0 tonnes of CO2e per year, with the most substantial gains occurring in home energy and shopping behaviors.

• A targeted social marketing approach in York, UK, which included determining neighbourhood carbon footprints and identifying receptive residents, resulted in a statistically significant reduction in carbon emissions.
• Participants in the six-month community engagement program achieved an average carbon footprint reduction of 2.0 tonnes of CO2e per year, with the most significant reductions found in home energy and shopping.
• Beyond carbon reductions, the targeted social marketing approach contributed to the development of community spirit.

APA

Stockholm Environment Institute (2013). A targeted social marketing approach for community pro-environmental behavioural change. https://www.sei.org/publications/a-targeted-social-marketing-approach-for-community-pro-environmental-behavioural-change/

Chicago

Stockholm Environment Institute. A targeted social marketing approach for community pro-environmental behavioural change. 2013. https://www.sei.org/publications/a-targeted-social-marketing-approach-for-community-pro-environmental-behavioural-change/.

Wikipedia

{{cite report |author=Stockholm Environment Institute |title=A targeted social marketing approach for community pro-environmental behavioural change |date=30 April 2013 |url=https://www.sei.org/publications/a-targeted-social-marketing-approach-for-community-pro-environmental-behavioural-change/ |access-date=17 August 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{stockholmenvironmentinstitute2013targeted, author = {{Stockholm Environment Institute}}, title = {{A targeted social marketing approach for community pro-environmental behavioural change}}, institution = {Stockholm Environment Institute}, year = {2013}, month = apr, url = {https://www.sei.org/publications/a-targeted-social-marketing-approach-for-community-pro-environmental-behavioural-change/}, urldate = {2026-08-17}, note = {Indexed by Climate Insights Directory} }