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This article proposes a cost-effective model of community engagement, based on the authors’ experience working with community members in York, UK.
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.
Read the article (external link to journal)
Journal article / ¿Cuán importante es la comunicación para la gestión de recursos y sistemas socio-ecológicos complejos? Aquí los resultados de juegos de laboratorio.
Perspective / ¿Cómo innovar mientras adaptamos las características únicas de cada comunidad? Nuestro nuevo enfoque basado en el comportamiento puede ayudar.
Feature / If environmental crisis is caused by people, then people are the solution. How can we trigger change? Insights from behavioural science provide clues.
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