Although Floridians seem to value high water quality in surface waters, they are not very eager to take direct action to maintain or improve water quality by volunteering to clean up a stream. Similarly, only a quarter are likely or very likely to join a water conservation organization. It is important to find ways to bridge this “value-action gap” between environmental awareness and the adoption of behaviors that are environmentally sustainable. Community-based social marketing for sustainability has been a promising approach that begins with the desired behavior change and works backward to identify and overcome barriers to adopting the new, sustainable behavior.
For more information on community-based social marketing:
