Social Marketing Promotes Adoption of Green Industries Best Management Practices

Susan Haddock


Social marketing is a process that applies marketing principles and techniques to create, communicate and deliver value in order to influence target audience behaviors. These techniques benefit society as well as the target audience (Kotler et al., 2006). This process was used to promote knowledge and improve practical application of the Green Industries Best Management Practices. Surveys, personal interviews, and focus group dialogue were undertaken to discover the commercial horticulture professional’s perceptions concerning how their actions impact the environment, current practices that need to change, and how best to encourage behavior change. Knowledge and practice problem areas, how best to reach the client, and barriers to change were identified. This information promoted changes in how and where programs are delivered. New methods and materials were developed to meet program objectives. A social marketing campaign can be developed to benefit both the environment and the commercial horticulture professional by encouraging behavior change in a manner that fits with the professional’s focus.


marketing methods, horticulture, consumer behavior

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Proc. Fla. State Hort. Soc.     ISSN 0886-7283