Abstract:

For a sustainable life, changing habits of consumers that negatively affect the environment and developing new environmental-friendly behavior is inevitable. The planet that we live in is unique but, it was faced with enormous environmental damages and harmful effects of industrialization and urbanization both yesterday, today and especially tomorrow. Acceptance of environmental friendly life styles by consumers becoming more important every single day due to exceeded carrying capacity of the planet. Therefore, scientific research about behavioral changes for sustainability is nedeed more than today. In this study, community-based social marketing approach was used to improve environmentally-conscious behavior in communities, within the sustainable consumption behavior perspective. The field study is conducted with Çukurova University staff (academiscs and officers). The research was planned as an experimental design, in order to estimate the possible outcomes of community based social marketing (CBSM) implications on a specific community. During this study, to develop environmental-friendly behavior (recycling of waste paper), we determine tangible and intangible barriers and then we eliminate these barriers from the current environment. We have weighed the total waste paper in the garbage and recycled paper before and after the experimental settings and we have compared these measuremnets as a result. The results can be announced as a total success in paper recycling behavior change.

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