APPLYING SOCIAL AND TRADITIONAL MARKETING PRINCIPLES TO THE REDUCTIONOF HOUSEHOLD WASTE - TURNING RESEARCH INTO ACTION

This article provides an overview of past research on household waste management, particularly research that pertains to recycling and to gr een buying. The authors discuss social marketing principles and make s uggestions as to how past research might be applied toward increasing recycling behavior in communities. They also discuss traditional marke ting strategy and tactics in the context of selling products based on pro-environmental positionings or attributes, and make suggestions of how past research on green buying can be applied to encourage green bu ying practices.