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

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A targeted social marketing appraoch for community pro-environmental behavioural change. / Haq, Gary; Cambridge, Howard Michael; Owen, Anne.

In: Local Environment: The International Journal of Justice and Sustainability , Vol. 18, No. 10, 2013, p. 1134-1152.

Research output: Contribution to journalArticle

Harvard

Haq, G, Cambridge, HM & Owen, A 2013, 'A targeted social marketing appraoch for community pro-environmental behavioural change', Local Environment: The International Journal of Justice and Sustainability , vol. 18, no. 10, pp. 1134-1152. https://doi.org/10.1080/13549839.2013.787974

APA

Haq, G., Cambridge, H. M., & Owen, A. (2013). A targeted social marketing appraoch for community pro-environmental behavioural change. Local Environment: The International Journal of Justice and Sustainability , 18(10), 1134-1152. https://doi.org/10.1080/13549839.2013.787974

Vancouver

Haq G, Cambridge HM, Owen A. A targeted social marketing appraoch for community pro-environmental behavioural change. Local Environment: The International Journal of Justice and Sustainability . 2013;18(10):1134-1152. https://doi.org/10.1080/13549839.2013.787974

Author

Haq, Gary ; Cambridge, Howard Michael ; Owen, Anne. / A targeted social marketing appraoch for community pro-environmental behavioural change. In: Local Environment: The International Journal of Justice and Sustainability . 2013 ; Vol. 18, No. 10. pp. 1134-1152.

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@article{cd55120ad3c2465f87f19022e202ff92,
title = "A targeted social marketing appraoch for community pro-environmental behavioural change",
abstract = "Community-level initiatives will play a key role in meeting greenhouse gas reduction targets. This paper examines the experience gained in applying a targeted social marketing approach to foster local-scale community pro-environmental behavioural change in the City of York, UK. This involved determining the neighbourhood carbon footprint, identifying residents that had access to appropriate infrastructure and were receptive to green issues. Six community teams were recruited from the selected neighbourhoods and provided with information, advice and mentoring on how to reduce their carbon footprint over a six-month period. A statistically significant reduction in carbon emissions was achieved. Each participant achieved a mean reduction in their carbon footprint of 2.0 tonnes of CO2e/year. The largest reductions were achieved in the areas of shopping and home energy. In addition, it helped to foster community spirit. Based on the experience gained from implementing this approach, a cost-effective model of community engagement is proposed.",
author = "Gary Haq and Cambridge, {Howard Michael} and Anne Owen",
year = "2013",
doi = "10.1080/13549839.2013.787974",
language = "English",
volume = "18",
pages = "1134--1152",
journal = "Local Environment: The International Journal of Justice and Sustainability ",
issn = "1354-9839",
publisher = "Routledge",
number = "10",

}

RIS (suitable for import to EndNote) - Download

TY - JOUR

T1 - A targeted social marketing appraoch for community pro-environmental behavioural change

AU - Haq, Gary

AU - Cambridge, Howard Michael

AU - Owen, Anne

PY - 2013

Y1 - 2013

N2 - Community-level initiatives will play a key role in meeting greenhouse gas reduction targets. This paper examines the experience gained in applying a targeted social marketing approach to foster local-scale community pro-environmental behavioural change in the City of York, UK. This involved determining the neighbourhood carbon footprint, identifying residents that had access to appropriate infrastructure and were receptive to green issues. Six community teams were recruited from the selected neighbourhoods and provided with information, advice and mentoring on how to reduce their carbon footprint over a six-month period. A statistically significant reduction in carbon emissions was achieved. Each participant achieved a mean reduction in their carbon footprint of 2.0 tonnes of CO2e/year. The largest reductions were achieved in the areas of shopping and home energy. In addition, it helped to foster community spirit. Based on the experience gained from implementing this approach, a cost-effective model of community engagement is proposed.

AB - Community-level initiatives will play a key role in meeting greenhouse gas reduction targets. This paper examines the experience gained in applying a targeted social marketing approach to foster local-scale community pro-environmental behavioural change in the City of York, UK. This involved determining the neighbourhood carbon footprint, identifying residents that had access to appropriate infrastructure and were receptive to green issues. Six community teams were recruited from the selected neighbourhoods and provided with information, advice and mentoring on how to reduce their carbon footprint over a six-month period. A statistically significant reduction in carbon emissions was achieved. Each participant achieved a mean reduction in their carbon footprint of 2.0 tonnes of CO2e/year. The largest reductions were achieved in the areas of shopping and home energy. In addition, it helped to foster community spirit. Based on the experience gained from implementing this approach, a cost-effective model of community engagement is proposed.

U2 - 10.1080/13549839.2013.787974

DO - 10.1080/13549839.2013.787974

M3 - Article

VL - 18

SP - 1134

EP - 1152

JO - Local Environment: The International Journal of Justice and Sustainability

JF - Local Environment: The International Journal of Justice and Sustainability

SN - 1354-9839

IS - 10

ER -