Book Review: The psychology of pro-environmental communication: Beyond standard information strategies

Christian A. Klöckner is a professor of social psychology at the Norwegian University of Science and Technology in Norway. With The Psychology of Pro-Environmental Communication: Beyond Standard Information Strategies, Klöckner ventures into the theoretical and empirical background of communication. From the outset, he declares that the book is “a hybrid between a textbook and proposing new ideas, models and even data” (p. x). Admitting to not being an environmental communicator himself, Klöckner convincingly defends his book. He argues that, to be successful, communicators aiming to promote more sustainable societies would benefit from using psychological theories and methods. With this purpose in mind, he considers that a large audience, including students, practitioners, and researchers, will find his book full of insightful knowledge and advice. Although the book is clearly communication-oriented, it raises interest from a social marketing perspective, considering that proenvironmental behavioral change is a topic of high interest for a growing number of social marketers. Three questions arise. Firstly, what is the potential for and what are the limitations of environmental communication when part of a tactical social marketing plan? Secondly, how does environmental communication complement other strategies? Lastly, how can we use environmental psychology insights to improve individual and group communication interventions? This review intends to identify what a social marketing reader can expect to learn from this book.