European Social Marketing Conference 2024

5. Theories and methods

Environment & sustainability

Encouraging behaviour change can be complex. It is useful to have a map to help guide us. Theory can act as this guide. However, there is much confusion surrounding how academics and practitioners can use theory to inform their behaviour change efforts. This presentation will showcase a process through which theory can be retroactively mapped onto existing behaviour change programs to assist in encouraging more positive behaviour change across various contexts.