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Degree

Ph.D., Antioch University, Leadership and Change, 2007.

Abstract

This study describes a community-based social marketing (CBSM) research project to bring awareness and behavior change around paper reduction, recycling, and purchasing of environmentally preferred products (EPP) at a small liberal arts university in the Pacific Northwest. A university-wide green office campaign was designed and implemented over a semester. Components of the multiple methods research study were pre-postsurveys, purchasing reports, a recycling study, and a waste audit. The results provide examples and insights into specific community-based social marketing tools that helped foster environmental behavior change. The paper also presents suggestions for future CBSM sustainability efforts at other universities.

Keywords

community-based social marketing; recycling; paper reduction; environmentally preferable purchasing; higher education; behavior change; mixed method study; greening

Advisor

Jon Wergin

Pages

214p.

Document number: antioch1196103329
Permalink: http://rave.ohiolink.edu/etdc/view?acc_num=antioch1196103329

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