SOCIAL MARKETING FOR CONSERVATION
Awareness-raising initiatives are a common tool to address human behavior-driven threats; however, information alone is rarely enough to translate into behavioral change. The field of social marketing draws on human behavioral sciences from commercial marketing to achieve a specific social goal for the public good. Thus, understanding social marketing approaches provides critical insights on how to involve people in conservation solutions to achieve desired behavioral outcomes, such as protecting sea turtles. It is important for conservation practitioners to integrate the psychology of behavior change and social marketing principles into traditional conservation programs that will change people's behavior, choices, and actions towards sea turtle conservation. Please review the video and research articles below to gain deeper knowledge in social marketing so that we can apply these techniques in our public outreach efforts to save sea turtles together.
- Promoting Sustainable Behavior: An Introduction to Community-Based Social Marketing
- Enhancing the impact of conservation marketing using psychology: a research agenda
- Effectiveness of biodiversity-conservation marketing
- Competitive outreach in the 21st century: Why we need conservation marketing
- The Past, Present, and Future of Using Social Marketing to Conserve Biodiversity
- Audience research as a cornerstone of demand management interventions for illegal wildlife products: Demarketing sea turtle meat and eggs
- The Role of Social Marketing and Sustainable Tourism in Reducing Plastic Pollution
- The effectiveness of celebrities in conservation marketing
- Species awareness days: Do people care or are we preaching to the choir?
- Testing a Social Marketing Approach to Encourage Respectful Sea Turtle Viewing in Hawaii