This seminar will present three studies that form part of the funded research project titled “New technologies and social marketing to promote pro-environmental behaviours (SOMATECH)”. The focus will be on the Community-Based Social Marketing (CBSM) model, a specific methodology within social marketing that employs a five-step process to achieve behaviour change towards environmental sustainability. The seminar will provide a detailed explanation of each of these steps through the lens of the three studies, illustrating how they can be used to design effective conservation programs, specifically targeting water resources. Special emphasis will be placed on discussing new research theories and innovative communication tools that are being applied to enhance the effectiveness of these programs.
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