The Psychology of Sustainable Choices: Driving Climate Action Through Social Marketing
Chitkara University | Punjab | India
Seminar | 11am – 12:30pm, IST (Find Local Time)
Duration: 60 – 90 minutes
Platform: LinkedIn Live | YouTube Live
Description: Addressing climate change requires more than scientific knowledge; it requires understanding what motivates people to adopt sustainable behaviours. This session explores the psychological principles that influence everyday environmental decisions and demonstrates how social marketing can translate climate awareness into meaningful action. Drawing on insights from consumer behaviour, behavioural science, and marketing, the session examines factors such as values, social norms, emotions, cognitive biases, and message framing that shape sustainable choices.
Participants will discover how evidence-based social marketing strategies can encourage behaviours such as reducing waste, conserving resources, adopting climate-friendly technologies, and supporting sustainable consumption. Through real-world examples and interactive discussions, the session will highlight how governments, businesses, educators, and non-profit organizations can design impactful communication and behaviour change initiatives that foster long-term engagement. By integrating behavioural insights with innovative marketing approaches, the session provides participants with practical tools to develop scalable interventions that support climate resilience, advance the Sustainable Development Goals (SDGs), and empower communities to become active partners in climate action.