This book deals with the marketing and communication of government institutions, non-profit organisations and profit organisations that take up the challenge of sustainable development. Practice goes together with theory and empirical research. Every chapter deals with a particular topic in the field of marketing and (mass) communication and, all together, the chapters give a good overview of marketing and communication knowledge and strategies directed at influencing sustainable consumption in all parts of the world, not only in the Western world. Practitioners can use these insights to develop communication strategies and students can learn from the experiences described in this book. Most of the chapters are based on research and current empirical and theoretical knowledge available in the social sciences. This book is divided in five parts: policy development; mass media campaign; information processing; behaviour change and social developments: risks, trends and youth.
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5. Government communication in the Netherlands: co-ordination and planning
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7. Effective television advertising: linking commercial content to its impact
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10. Two-sided communication: focusing on the perceiver
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12. Value segmentation for the environment: implications for public policy from experiences in marketing
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14. Improving campaign effecctiveness: a research model to separate chaff from campaing wheat
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15. The receiver's point of view: effect hierarchies and the underlying social-psychological processes
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16. Attitude change: the elaboration likelihood model of persuasion
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19. Environmental concern: the key to communication effects and behavioural change
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26. Stages of behavioural change: motivation, ability and opportunity
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27. Self-justification among car drivers: processes that undermine policy measures
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32. Getting energy conservation feedback to work: a new understanding
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36. Nuclear energy: perceived risk, risk acceptability and communication
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37. Awareness and attitudes with respect to genetic modification
Martijn Lampert, Bram van der Lelij, Laurens Knoop, Wounter Egberink
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39. The waste monitor: what has improved waste separation in the past ten years?
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42. Children: what they are interested in and how to involve them in the environment
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A look into the future: the government in the digital society
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