Behaviour change/social marketing

My work on behaviour change and social marketing has focused primarily on sustainability and energy demand reduction. I have worked with a range of theoretical approaches across behavioural science/economics, social psychology and sociology/ethnography. Some of my research in this area has taken the form of behavioural interventions and participatory action research.

Smart Communities
Funded by ESRC, Smart Communities was a three and a half year – largely demand-side or ‘behaviour change’ – community energy project (January 2011 to June 2014). The project drew on the principles of participatory action research, and took place in Kingston upon Thames in south west London. The main action phase of the project was from May 2011 to May 2013. Read more here.


CHARM Home Energy Study
Funded by EPSRC, the CHARM Home Energy Study examined the potential of the social norms approach - basically, telling people what other people do, to influence their behaviour - in the context of domestic energy consumption.


Paper: Harries, T., Rettie, R., Studley, M., Burchell, K., Chambers, S. (2013) Is social norms marketing effective?: A case study in domestic electricity consumption, European Journal of Marketing, 47(9), 1458 - 1475.


Social normalisation
This work explores the proposition that marketing techniques can be employed to 'make green normal'. The 2014 paper is based on initial qualitative research and is more theoretically-rich. The 2012 paper is based on a follow-up large-scale quantitative survey.

Paper: Rettie, R., Burchell, K. and Riley, D (2012) Normalising green behaviours: A new approach to sustainability marketing, Journal of Marketing Management, 28:3/4, 420-444.
Paper: Rettie, R., Burchell, K. and Barnham, C. (2014), Social normalisation: Using marketing to make green normal. Journal of Consumer Behaviour, 13 (1), 9–17.


The social norms approach
This paper examines the social norms approach - basically, telling people what other people do, to influence their behaviour

Burchell, K., Rettie, R. and Patel, K. (2013), Marketing social norms: Social marketing and the ‘social norm approach’. Journal of Consumer Behaviour, 12 (1), 1–9. 

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