This research investigates how governments can influence businesses to voluntarily change their environmental practices or ;;behaviours” by assessing two approaches:Voluntary Codes and Community-Based Social Marketing (CBSM).These approaches are grounded in different theories and are primarily applied to different audiences. While CBSM seems to be more widely known with a defined development process, it is primarily used to influence individuals and as such it is not clear how well it considers the complexities of business; whereas Voluntary Codes is less known but is focused on influencing businesses. Understanding how to influence business behaviours is important, since their actions can have a negative impact on the quality of water, soil and air.Regulation can be effective, but there are many reasons why it may not be an option, leaving governments at all levels (federal, provincial and municipal) to rely on voluntary approaches to achieving environmental objectives.CBSM, as an approach, has strong brand recognition, is used by many government departments, and has been promoted as applicable to influencing businesses as well as individuals.However, it seems that this approach has not yet been compared with Voluntary Codes, an approach that is focused entirely on influencing business, to determine how, or if, it might be enhanced when applying it in a business context.Therefore, using qualitative research methods and key informant interviews, this study identified the components of effective voluntary business programs, assessed the CBSM approach relative to these components, and proposed opportunities to enhance the CBSM approach to address the unique considerations when influencing businesses.
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Fostering Sustainable Business: CBSM as a Framework to Voluntarily Change Environmental Behaviours
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