Eco-Efficiency Marketing Study

Abstract

Eco- Efficiency refers to the creation of greater goods and services while simultaneously reducing environmental resource use and degradation (Eco-Efficiency Centre, 2011). The Eco-Efficiency Marketing project answers the following question: “What areas of eco-efficiency are in most need of improvement at the Faculties of Management and Engineering on Dalhousie campus, and what marketing tools can better promote eco-efficiency among staff and students within these faculties?”. In doing so, the Eco-Efficiency Marketing Project lends itself to the overall goals of greening the campus that are presented in the Dalhousie Sustainability Plan (Dalhousie University, 2010). An extensive literature review suggested that successful marketing incorporates community-based social marketing and active learning techniques. These techniques include: making marketing engaging and relevant to audiences through the use of specific, tangible information and interactive components. Our survey of eco-efficiency knowledge at the faculties of management and engineering demonstrated that while most respondents are committed to the ideology of sustainability, there is limited practical knowledge of and commitment to engaging in eco-efficient behaviour on campus. In particular, understandings of waste management were limited among students and staff at both faculties, posing a significant barrier to the adoption of eco-efficient behaviour. The Eco-Efficiency Marketing Project addresses perceived barriers identified in our survey results by incorporating them into a Lunch N Learn Powerpoint presentation. This presentation can be used to promote eco-efficiency on Dalhousie campus, in the manner that our literature review suggests will most effectively encourage positive behavioural change. Recommendations for further action include better signage, financial incentives and interactive education in regards to eco efficient behaviours at Dalhousie. Further research is necessary to determine the perceived barriers to eco-efficiency on a campus-wide level, and in developing a faculty-specific survey to better understand this demographic’s perceptions of eco-efficiency.