ABSTRACT
Chapter 5 first identifies major environmental issues that frequently challenge policymakers. The point is made that large-scale information campaigns have little or no effect upon sustainable behaviors. Ten case stories illustrate the power of the alternative social marketing approach, with topics including behavior change positively impacting: Alternative Transportation, Energy Use, Solar Power, Water Quality, Safer Household Cleaning Products, Littering, Landfills, Vehicle Idling, Wildlife Habitats, and Sustainable Fishing. Each case story includes three major sections: The Problem, The Social Marketing Solution, The Results. The chapter concludes with a summary of intervention tools attributed to the campaigns’ successes.
