Climate of change – or confusion?
Conference Publication ResearchOnline@JCUAbstract
There is widespread, although not universal, agreement that sustainability and climate change constitute major challenges with real effects (Peattie & Peattie, 2009). Human activity has disrupted ecological systems; continued pursuit of economic growth based on exploiting finite resources is unsustainable and 'avoiding dangerous climate change will require lifestyle changes'(Gowdy, 2008: 64), yet there is a lack of clarity and clear communication of what action should be taken and by whom. Policy makers assume, without evidence, 'spillover effects', i.e., small behaviour changes will lead to larger change and catalysts for other changes, but doing one pro-environmental behaviour may be seen as compensating for other environmentally detrimental behaviours (Corner & Randall, 2011). These authors note the expectation that social marketing interventions will be employed to address climate change challenges. We discuss the factors that should be taken into account in designing effective sustainability and climate change adaptation interventions.
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INSM 2012 International Social Marketing Conference
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978-1-921760-68-6
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5
Location
Brisbane, QLD, Australia
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Department of Marketing, Griffith University
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Publisher Location
Brisbane, QLD, Australia
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