ABSTRACT
This chapter provides an introduction to social marketing as a means of helping
people to live healthier, low-carbon lifestyles, using a case study to illustrate
key learning points. Social marketing aims to understand why people behave
as they do (their circumstances, beliefs, physical environment) and to use this
understanding to develop a package of support and incentives that will help
them to change their behaviour. We have chosen as an example a large-scale
social marketing programme about travel behaviour. However, social marketing
can also be done on a shoestring. Key principles, tools and techniques are
identified that we can all use to inform our work and our interactions with
others in daily life. This chapter should give you an understanding of the ways
in which you can apply specific techniques to increase the salience of your pro-
environmental, pro-health behaviour interventions to your target audience/
customer, and thus increase their effectiveness.
