Social Marketing to Protect the Environment: What Works

For over two decades Dr. McKenzie-Mohr has been working to incorporate scientific knowledge on behavior change into the design and delivery of community programs. He is the founder of community-based social marketing, and his best-selling book, Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing, has become requisite reading for those who deliver programs to promote sustainable behavior. Dr. McKenzie-Mohr is also the author of the Fostering Sustainable Behavior website and digest. The digest links together over 7000 environmental program planners globally. Dr. McKenzie-Mohr has worked internationally with a diverse array of governmental and non-governmental agencies, assisting them in identifying the barriers to behavior change and in developing and evaluating community-based social marketing initiatives to overcome these barriers. Dr. McKenzie-Mohr has served as an advisor for Canada's public education efforts on climate change, as the coordinator of the international organization, Holis: The Society for a Sustainable Future, and as a member of Canada's National Round Table on the Environment and the Economy. He has been awarded the Canadian Psychological Association's Psychologists for Social Responsibility Research and Social Action Award, and the Society for the Psychological Study of Social Issues Public Advocacy Fellowship. He is a former Professor of Psychology at St. Thomas University in New Brunswick, Canada where he co-coordinated the Environment and Society program.