An ecological model of climate marketing: A conceptual framework for understanding climate science related attitude and behavior change
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Climate change is a problem that will require cooperation across different levels of government, society, community and individual action. For this reason, communicating about climate change represents a distinct challenge for marketers. This review paper proposes an ecological solution to this challenge. Using the ecological model to guide climate communication efforts could increase marketing effectiveness. This paper proposes a series of questions that marketers can use to create messages, and it shows how the ecological model incorporates the best practices from the climate communication and public health literature on behavior and attitude change.
DescriptionThis open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license.
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