Motivators and messages
Have a look at the previous Community Based Social Marketing post and review the comments.
In your own experience, what motivates you in choosing to adopt an environmentally responsible behavior (for example the choice to compost, bike instead of drive, take shorter showers, etc.)? Motivators might include social norms, personal beliefs, monetary cost...
Have you come across certain environmental messages that resonate with you, or messages you can't stand?