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

This research paper describes a cost-effective community engagement model implemented in York, UK, which used a targeted social marketing approach to reduce carbon footprints through neighborhood-level initiatives.

• A targeted social marketing approach in the City of York, UK, led to a statistically significant reduction in carbon emissions. The process involved calculating neighborhood carbon footprints and identifying residents who were receptive to green issues and had access to the necessary infrastructure.
• Over a six-month period, six community teams received mentoring, advice, and information to lower their carbon footprints. Participants achieved an average reduction of 2.0 tonnes of CO2e per year, with the most significant decreases occurring in home energy and shopping.
• Beyond the environmental impact, the targeted social marketing initiative 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} }