The use of personalised social marketing to foster voluntary behavioural change for sustainable travel and lifestyles

Changing public attitudes and behaviour is key to achieving the UK target of a 60% reduction in carbon dioxide emissions by 2050. Top-down campaigns that have provided information to a passive public have not necessarily resulted in pro-environmental behavioural change. This paper examines the use of a personalised social marketing approach to engage the public in changing their personal travel. It provides the results of a project in the City of York to foster voluntary travel behavioural change. Using face-to-face discussions, personalised information and incentives, a statistically significant reduction in car use and an increase in cycling and the use of public transport were achieved over a six-month period. However, this change was not sustained 12 months later. The paper explores the contrasting perspectives on behavioural change and examines the possible lessons that can be learnt to foster voluntary behavioural change in other aspects of household consumption.     

Social licences to operate: for better not for worse; for richer not for poorer? The impacts of unplanned mining closure for “fence line” residential communities

Establishing “social licences to operate” with communities has become a significant corporate social responsibility agenda. The complex dynamics of these relationships can compound the impacts for communities when these contracts are not upheld. This article documents reflections from a rapid rural appraisal conducted in the Shire of Ravensthorpe in remote Western Australia after the Ravensthorpe Nickel Operation was “mothballed” 9 months into a projected 25-year lifespan. It captures how communication about the project and its time frames created a sense of consistency, predictability, certainty and trust – enabling social licence. The raising of hope and the emergence of mistrust underpin social, environmental and financial impacts of this event for the local community. Embedded in the theoretical dimensions of social licences, this case study highlights the problematic of social licences that engage with non-contractual stakeholders as partners in “booms” but have no legal responsibility towards them in times of “bust”.     

Social sustainability and neighbourhood design: an investigation of residents' satisfaction in Delhi

Social and environmental goals are often mutually reinforcing. Urban forms may encourage social sustainability as well as social inclusion or may have the potential to create areas of crime and social exclusion. The issues of relationship between sustainable development and urban form have given birth to new paradigms of design approach such as new urbanism, the compact city and the eco-city. This paper examines the impact of urban form on social sustainability at the neighbourhood level. It seeks to better understand the relationship between urban form and social sustainability by comparing three neighbourhoods with dissimilar urban forms in Delhi, India. Household surveys and observation surveys in these three neighbourhoods were conducted, and it was found that the urban form of a neighbourhood plays a very important role in creating a socially sustainable residential neighbourhood. The study established that social interactions within the communities are higher when dwelling units are placed around the public realm or common open space. The study demonstrated that provision of high quality and well-located open space at the precinct level, mixed land use and good accessibility to the public realm and social infrastructure play an important role in increasing the social sustainability of the neighbourhood.     

Urban community gardening,social capital,and "integration" – a mixed method exploration of urban "integration-gardening" in Copenhagen,Denmark

ABSTRACT

This study examines a community garden in Copenhagen, Denmark, "The Urban Integration Gardens" that endeavours to strengthen social integration in the local multicultural neighbourhood. The "community" in the gardens is explored, with a focus on how they foster social capital, particularly opportunities for "bridging" social capital. A mixed-methods approach is used, by employing a qualitative analysis of gardeners’ perceptions of "community", diversity and inclusivity, through the lens of "cognitive" social capital, and the meanings the gardeners assign to their experiences, and how they understand their involvement in the gardens. We also examine "structural" dimensions of social capital, involving quantitative data from a questionnaire and data from Statistics Denmark, comparing data concerning socio-demographic backgrounds from gardeners and residents in the local neighbourhood and Copenhagen. Major findings include that the garden generates both bonding and bridging "cognitive" social capital, and the gardeners consistently agreed that the garden has a strong community, and is permeated by diversity and inclusivity. Nonetheless, data from Denmark’s Statistics Office reveal that the garden does not "represent" the diversity in the neighbourhood regarding the distribution of members with a Western/non-Western background, as well as social class. This suggests that endeavours to involve co-citizens with non-Western backgrounds and gardeners with lower social status are restrained by potential structural barriers, which limits the "width" of bridging social capital in the garden.     

A targeted social marketing approach for community pro-environmental behavioural change

Community-level initiatives will play a key role in meeting greenhouse gas reduction targets. This paper examines the experience gained in applying a targeted social marketing approach to foster local-scale community pro-environmental behavioural change in the City of York, UK. This involved determining the neighbourhood carbon footprint, identifying residents that had access to appropriate infrastructure and were receptive to green issues. Six community teams were recruited from the selected neighbourhoods and provided with information, advice and mentoring on how to reduce their carbon footprint over a six-month period. A statistically significant reduction in carbon emissions was achieved. Each participant achieved a mean reduction in their carbon footprint of 2.0 tonnes of CO₂e/year. The largest reductions were achieved in the areas of shopping and home energy. In addition, it helped to foster community spirit. Based on the experience gained from implementing this approach, a cost-effective model of community engagement is proposed.     

What is in a name? Language,framing and environmental justice activism in California's Central Valley

According to the environmental justice (EJ) literature, one important factor in the movement's success is the development of a frame linking inequality to the disproportionate presence of environmental toxins in low-income communities of colour. This article highlights the resonance of this frame among grassroots activists and professional advocates in California's Central Valley. However, through interviews and focus groups with activists and advocates in six Central Valley communities, we found that only the latter identified their work as EJ. Grassroots activists instead identified their work as about health, community development and environmentalism. Moreover, some were unfamiliar with EJ as a concept while others denied its applicability to their work. Theoretically, our findings suggest that frame resonance needs to be delinked conceptually from movement identification; it is possible for a movement's analysis of social problems and solutions to resonate among those who do not identify with the movement itself. Pragmatically speaking, this can prevent some grassroots activists who are directly affected by environmental racism from accessing the resources and networks that the EJ movement has painstakingly built, and suggests that movement leaders may need to increase their outreach to community groups.     

Connecting resourcefulness and social innovation: exploring conditions and processes in community gardens in the Netherlands

ABSTRACT

Resourcefulness, a community’s capacity to engage with their local resource base, is essential in contributing to resilience, the potential to adapt to external challenges and shocks. Resourcefulness and social innovation have some overlapping qualities, however, the academic connection between the two concepts is yet to be explored. Social innovations include new practices, ideas, and initiatives that meet societal needs and contribute to social change and empowerment. Through in-depth interviews and participant observation, this study researches conditions and processes of resourcefulness in facilitating social innovation in rural, peri-urban, and urban community gardens in the North of the Netherlands. Comparing differing contexts, five main enablers for altering social relations and community empowerment have been identified: (1) clear goals and motivations; (2) diversity in garden resources; (3) experimental knowledge processes; (4) strong internal support and recognition; and (5) place-based practices. Above all, this research stresses the importance of defining resourcefulness as a process and foregrounding the place-based contextual nature of innovative collective food system practices.     

Social equity in urban resilience planning

ABSTRACT

A growing number of cities are incorporating resilience into their plans and policies to respond to shocks, stresses, and uncertainties. While some scholars advocate for the potential of resilience research and practice, others argue that it promotes an inherently conservative and neoliberal agenda, prevents systemic transformations, and pays insufficient attention to power, politics, and justice. Notably, critics of the urban resilience agenda argue that policies fail to adequately address social equity issues. This study seeks to inform these debates by providing a cross-sectional analysis of how issues of equity are incorporated into urban resilience planning. We develop a tripartite framework of equity that includes distributional, recognitional, and procedural dimensions and use it to analyse the goals, priorities, and strategies of formal resilience plans created by member cities of the Rockefeller Foundation’s 100 Resilient Cities programme. Our analysis reveals considerable variation in the extent to which cities focus on equity, implying that resilience may be more nuanced than some critics suggest. There are, however, clear areas for improvement. Dominant conceptions of equity are generally tied to a distributional orientation, with less focus on the recognitional and procedural dimensions. We hope our conceptual framework and lessons learned from this study can inform more just resilience planning and provide a foundation for future research on the equity implications of resilience.     

Effects of social networks on interventions to change conservation behavior

Social networks are critical to the success of behavioral interventions in conservation because network processes such as information flows and social influence can enable behavior change to spread beyond a targeted group. We investigated these mechanisms in the context of a social marketing campaign to promote a wildlife poisoning hotline in Cambodia. With questionnaire surveys we measured a social network and knowledge and constructs from the theory of planned behavior at 3 points over 6 months. The intervention initially targeted ∼11% (of 365) of the village, but after 6 months ∼40% of the population was knowledgeable about the campaign. The likelihood of being knowledgeable nearly doubled with each additional knowledgeable household member. In the short term, there was also a modest, but widespread improvement in proconservation behavioral intentions, but this did not persist after 6 months. Estimates from stochastic actor-oriented models suggested that the influences of social peers, rather than knowledge, were driving changes in intention and contributed to the failure to change behavioral intention in the long term, despite lasting changes in attitudes and perceived norms. Our results point to the importance of accounting for the interaction between networks and behavior when designing conservation interventions.