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Direct linkMarcell, Kristin; Agyeman, Julian; Rappaport, Ann – International Journal of Sustainability in Higher Education, 2004
A community-based social marketing (CBSM) campaign to reduce student electricity use and greenhouse gas emissions was undertaken at Tufts University in Medford, Massachusetts. Social marketing methods follow a commercial marketing model and involve market research into the planning, pricing, communication, distribution, and evaluation of methods…
Descriptors: Behavior Modification, Energy Conservation, Marketing, Behavior Change
