The preceding seven chapters introduced a series of behavior change tools that can be incorporated into a community-based social marketing strategy. To showcase how to utilize these tools, a hypothetical program to foster the purchase of products with recycled-content will be introduced. Following this example, elements of effective strategy design will be discussed.

Imagine that barrier and benefit research identified the following barriers to consumers purchasing products that have recycled content: 1) these products are viewed as difficult to identify; 2) shoppers forget to consider whether a product has recycled content; and 3) buying recycled content products is not seen as the “right thing to do.” Knowing that recycled-content products are difficult to identify when shopping suggests that prompts could be effective in promoting these purchases. That consumers forget to consider these recycled-content products when making a purchase also suggests that prompts may be an effective tool in promoting the…

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