TASK: Apply the Consumer-Based Social Marketing framework to design a program that would encourage you to adopt a new environmentally-friendly behaviour at work (1500 words)

Project brief:

When purchasing goods or services, we have the opportunity to do so in a way that is environmentally sustainable, or not so sustainable. There are also things we can do differently, which is the focus of this first assignment. Environmental sustainability issues are pervasive in business, and in our world. Social marketing provides a framework to bring about necessary changes in behaviour for societal and environmental wellbeing. The study of consumer behaviour provides a solid foundation for the application of social marketing efforts. The Community-Based Social Marketing (CBSM) approach provides both a process and toolbox for Marketers to use to bring about improved environmental outcomes by influencing behaviours that support more environmentally-friendly outcomes.

Your task

Draw upon your knowledge of CBSM to design a program that would encourage you to change your own behaviour, which may also influence the behaviour of others in your workplace, towards an improved environmentally-friendly behaviour at work. To complete this task, you thus need to reflect upon yourself and the things that influence and motivate your behaviour at work, and share these reflections alongside your analysis of the CBSM.

You will need to use the CBSM framework (first 3 steps) and the tools for influencing behaviour change to complete this task. Be sure to first think about what you want people like you to do!

1. Decide on the behaviour you want to target
2. Identify any barriers and benefits to this behaviour (use the SCT and SOC to supplement the CBSM)
3. Using the CBSM toolbox, design a program that would help overcome these barriers and thus motivate you, and others in your household, to adopt the new behaviour

Write this as though you are doing this work for your employer so imagine that your employer has commissioned you to do this work for your workplace. Be sure to provide them with clear recommendations on what should be involved in your CBSM program.

You need to produce a well-articulated, succinct business-style report containing:

• Introduction and background: provide the purpose of the report, address environmental issues in Melbourne (or your current location), CBSM framework, segmentation and target market choice (people like you).
• Identify the behaviour you want to change and why (significance should be drawn from the environmental issues identified in the Introduction) and which group (segment of people) you, or your household, belong to.
• Identify the barriers and benefits of this behaviour: the barriers of why you do not already adopt the behaviour, and the benefits that would ensue if you started to adopt the behaviour. Be sure to draw upon the Social Cognitive Theory (SCT) and Stages of Change (SOC) Theory to support your response.
• Using the CBSM toolbox, provide three sound Social Marketing recommendations for your client to implement that you feel will best bring about the change in your behaviour. Be sure to draw upon Exchange Theory (ET) to justify each of your recommendations.
• A brief conclusion
• Full reference list ( in harvard style )