ABSTRACT
This chapter demonstrates the context of behaviour change, providing the final empirical component of the text. It outlines how the research developed a methodology for examining the potential for social marketing to deliver useful policy implications. The notion of social marketing was introduced as a broad notion of how to positively encourage environmental action on the basis of dealing with specific barriers to participation. Policy-makers need to consider how those who are more committed to environmental action can be involved in raising awareness. The major outcomes of the research for both ESRC and Department of the Environment, Food and Rural Affairs (DEFRA) relate to the critical role of understanding how environmental practices relate to everyday practice, the significance of segmenting individuals into lifestyle groups that can be used as the basis for a social marketing programme. Finally, the chapter concludes the utility of this approach by providing a section dedicated to key policy implications.
