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Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing (Education for Sustainability Series) Paperback – June 29, 1999
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I used it as a main text for a graduate course I teach called Media Advocacy and Social Marketing and got highly positive feedback about it from my students. There are lots of other books out there, but very few that actually offer tactics to promote conservation rather than consumption. This is the heart of this great book and what makes it unique among competing how-to manuals.
Also, one of the authors is Bill Smith, a founder of the Academy for Educational Development and one of the pioneers of research-based social marketing. There is no smarter person around on this topic.
If you are interested in CBSM this is the bible.