Cooling the Campus: Experiences from a Pilot Study to Reduce Electricity Use at Tufts University, USA, Using Social Marketing Methods

Autor/inn/en	Marcell, Kristin; Agyeman, Julian; Rappaport, Ann
Titel	Cooling the Campus: Experiences from a Pilot Study to Reduce Electricity Use at Tufts University, USA, Using Social Marketing Methods
Quelle	In: International Journal of Sustainability in Higher Education, 5 (2004) 2, S.169-189 (21 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1467-6370
DOI	10.1108/14676370410526251
Schlagwörter	Behavior Modification; Energy Conservation; Marketing; Behavior Change; Climate; Horticulture; Universities; Dormitories; Student Attitudes; Surveys; Environmental Education; Knowledge Level; College Students; Massachusetts + Suchen Sie Ihr Suchwort? Behaviour modification; Verhaltensänderung; Energieerhaltung; Energiespeicherung; Klima; Gartenbau; University; Universität; Student housing; Studentenwohnheim; Schülerverhalten; Survey; Umfrage; Befragung; Umweltbildung; Umwelterziehung; Umweltpädagogik; Wissensbasis; Collegestudent; Master-Studiengang
Abstract	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 designed to encourage a desired behavior change rather than a product. Two upper-class suite-style dorms were used in the study. Residents of the control dormitory were exposed to an educational program on climate change detailing how their electricity and computer use creates greenhouse gas emissions. Residents of the experimental dorm were exposed to the same educational program as well as a social marketing campaign encouraging students to turn personal computers off when not in use. Before and after surveys suggested that the social marketing campaign had a greater impact on student environmental knowledge, attitudes, and behaviors than the educational program alone. (Contains 3 tables, 7 figures, and 12 notes.) (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10