Using the Socio-Ecological Model as an Holistic Approach to Behavioural Change

Abstract

This chapter explores how the socio-ecological model of behaviour change, and other holistic behaviour change models, can be used to influence macro-social marketing behavioural change programmes. By taking a broader, multifaceted approach, the models presented in this chapter show that the inter-connected nature of macro-social marketing behaviour change is so complex that it is often impossible to achieve sustained change by focusing on one layer alone. We argue that these broader approaches to behaviour change are potentially far more effective in driving positive behaviour change but are also substantially more costly, complex, and prone to governmental influence and abuse, especially when ‘quick’ results are demanded. We conclude by calling for a disentangling of structures that reward short-term influence and instead focus on long-term, sustained impact as a result of a behaviour change programme.

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