Planning education to care for the earth - IUCN Knowledge Network

Social marketingchecklist of such determinants based on social science theory (fig. 4). Thebehaviour constellation helps identify the targets of greatest opportunityfor change. This is divided into two categories: internal/cognitive factors(for example, knowledge, attitudes and beliefs) and external/structuralfactors (for example, access to services, cost, policy, social influence).Understanding the importance of these determinants in people’s liveshelps programme managers to concentrate scarce programme resources onthose factors which are most likely to promote sustained behaviouralchange.ExternalSocial Economic StatusEpidemiologyAcces to ServicePolicyCultural NormsInternalExternalBehavioural ConstellationInternalSpecific KnowledgePerceived RisksPerceived Social NormsPerceived ConsequencesSelf-EfficacyFigure 4. Behavioural Constellation: Checklist of determinants of behaviour.The ABC Framework has in the last decade helped to select those factorsthat have consistently proved to be important in working with differentpopulations across diverse cultural and socio-economic settings.Audience and behaviour dominate the ABC Framework (fig. 5). All thevariables essential for designing interventions are present. The framework ispractical and flexible. It does not pretend that all factors are equallyimportant, but selects targets of opportunity based on experience and proventheory, and it allows planners to use field research with communities toselect activities tailored to an audience, a community, and a specificbehaviour.Recycling behaviour in a national parkThe ABC Framework was used in the context of an environmental protectionproject to encourage people to separate garbage in two public parks at thefoot of the Washington and Lincoln Memorials in Washington D.C., in theinterests of better recycling. The purpose of the specific social marketingexercise was to assess the behavioural characteristic of an existingprogramme.15