haku: @indexterm Energy conservation / yhteensä: 186
viite: 31 / 186
| Tekijä: | McKenzie-Mohr, D. |
| Otsikko: | Social marketing for sustainability. The case of residential energy conservation |
| Lehti: | Futures
1994 : MAR, VOL. 26:2, p. 224-233 |
| Asiasana: | FUTURE MARKETING ENERGY CONSERVATION |
| Kieli: | eng |
| Tiivistelmä: | While the technologies presently exist to cut carbon emissions dramatically, all sectors of the economy have been slow to adopt them. This lack of success is due in part to the assumptions that change agents have made in designing social marketing campaigns to promote energy conversation. Social marketing campaigns have primarily utilized the "rational-economic model" of human behavior. This model of human behavior is psychologically naive and campaigns based on it have been ineffective. |
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