Community Based Social Marketing Process to define Measures for Low Noise Behavior with Outdoor Machinery

摘要

The increased availability of outdoor machinery for gardening, green surface and traffic infrastructure care contributes to the pollution of our environment with noise. The European Noise Directive 2000/14/EC requires noise marking on 57 types of machinery and sets noise limit values for 22 of them. Further, the European Machine Directive 2006/42/EC requires noise emission declaration in instruction manuals and in sales literature to assist users to choose low-noise machinery. Both Directives have been integrated in the Swiss regulatory system. However, these regulatory instruments appear to be not sufficient to create the expected "low emission" behavior among buyers and users. In an attempt to find new ways to promote noise reducing behavior regarding outdoor machinery, the Swiss Federal Office for the Environment has initiated a research project at the Interdisciplinary Centre for General Ecology (IKAO, University of Bern). Based on the methodology of Community Based Social Marketing (CBSM), the research focuses on defining concrete strategies aimed at promoting the use of electrical leaf blowers. This will be accomplished by analyzing the barriers and benefits regarding specific behaviors within target communities. In the field of noise abatement, the CBSM approach is a novelty. This paper describes the social marketing orientated approach and actual results (work in progress).