Community-Based Social Marketing Research: Sustainable Behavior Change in Oberlin

Community-Based Social Marketing (CBSM) uses empirical methods, insight from the social sciences, and rigorous assessment to promote environmentally sustainable behavior. At Oberlin College, Psychology Professor Cindy Frantz and Bridget Flynn of the Office of Environmental Sustainability support students in developing a wide range of projects on campus that reduce carbon emissions. These include reminders for behaviors like using use cold water when washing laundry, campaigns like Bike to Work Week, and behavioral studies in order to make impactful changes. The student researchers identify the most widespread, high-impact, and easily changeable behaviors to target. They deploy surveys and make field observations to investigate the psychological barriers and benefits of performing a behavior. Then they design, implement and evaluate these programs before endorsing wide-spread implementation. These presentations from two of the CBSM student researchers describe our most successful projects and explain why our methods are effective