Social Marketing
Nutrition and Physical Activity



Sustainability of Behavior

This type of sustainability is more concerned with how easy or difficult it will be for the target audience to continue their new behavior(s) once your program goes away. In the farmers' markets example, for instance, how likely is it that people are going to continue going to the farmer's market and consuming fruits and vegetables purchased there once there are no longer any coupons being offered?

Sustainability of behavior change is aided by developing environmental and policy changes that more permanently encourage or support the desired behaviors. Addressing multiple levels of the social ecological model may also help to sustain behavior change.

Need to review? See Phase 3: Consider Policy and Environmental Changes.