Understanding the Australian environmental volunteering market: A basis for behavioural change and a sustainable future

Melanie Randle and Sara Dolnicar

Australasian marketing journal, 2009, vol. 17, issue 4, 192-203

Abstract: The world is facing an environmental crisis. Long-term environmental sustainability requires social change: individuals need to take personal responsibility for the environment and change their behaviour. Environmental volunteering organisations play a key role in this process: they create opportunities for individuals to improve their natural environment, they facilitate behavioural change. Successful facilitation of behavioural change requires in-depth understanding of the environmental volunteering market to identify those individuals most likely to volunteer, compete successfully and create targeted, motivating marketing campaigns.

Keywords: Social marketing; Environmental volunteering; Segmentation; Image; Competition; Market structure analysis (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:17:y:2009:i:4:p:192-203

DOI: 10.1016/j.ausmj.2009.06.001

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