| This thesis is in response to the belief that climate change organizations often go about their online communication efforts without full knowledge from behavioural change literature or awareness of experiences from organizations external to the environmental field. The literature on the psychology of behavioural change and diffusion of ideas through society is explored in depth. The stage is set by a review of some current climate change websites before presenting data from interviews with representatives from Alcoholics Anonymous and the Lung Association of Alberta, a financial institution and a retailer. Analysis follows with recommendations to my employer as to how all the lessons learned can be applied in the development of our ongoing strategies for an effective, engaging social media campaign. |
