Community-based social marketing (CBSM) is a behavior change approach that seeks to influence individuals and groups to adopt more sustainable behaviors by engaging with them in their local communities. It focuses on building social norms and support systems that encourage people to make sustainable choices, rather than relying on financial or regulatory incentives.
CBSM involves identifying a target audience and understanding their motivations, barriers, and existing behaviors. It then employs a variety of strategies to encourage behavior change, including social norms marketing, community-based social marketing, social diffusion, and gamification to promote sustainable behavior change.
Examples of CBSM strategies include campaigns to encourage homeowners to reduce energy consumption, community recycling initiatives, and initiatives to encourage more sustainable transportation choices such as biking and walking.
CBSM is widely used by environmental organizations, local governments, and community groups around the world to promote sustainable behaviors at the grassroots level. It is a powerful tool for inspiring positive change, building social capital, and creating a more sustainable future for all.