Information-Intensive. Information-Intensive. Fostering. Sustainable Behavior. Behavior. Sustainable. Attitude-Behavior Economic Self-Interest

Transcription

1 Doug McKenzie-Mohr, Ph.D. Environmental Psychologist Sustainable Economic Self-Interest Attitude- Fostering Sustainable Doug McKenzie-Mohr, Ph.D. Environmental Psychologist Information-Intensive Information-Intensive Attitude- Economic Self-Interest

2 Little Connection Attitudes = Attitude- Attitudes = Little Connection Attitude- Cases Prevalence CBSM Energy Efficiency Workshop Attitudes Knowledge Evaluation 1 of 4 Lowered HWH 2 of 4 Installed Wrap 8 of 4 Showerhead Attitude- Cases Prevalence CBSM Water-Use Handbook Described Wasteful Water Use Water/Energy Relationship Detailed Conservation Methods No Reduction in Water Use

3 Enlightenment = Change Act in Self-Interest Systematically Evaluate Attitude- Cases Prevalence CBSM 5 Interviews 94% Admit Responsibility 2% Pick up Litter Economic Self-Interest Systematically Evaluate Act in Self-Interest Enlightenment = Change Economic Self-Interest Cases Prevalence CBSM Residential Conservation Service Gas and Electric Utilities Audits, Loans, Contractors Evaluation 6% Request Audit 5% Acted, 2-3% Waiting List Control, < 1%

4 Economic Self-Interest Cases Prevalence CBSM California: $ Million Annually Economic Self-Interest Cases Prevalence CBSM California: $ Million Annually Encourage One-Time Repetitive Installation of Energy Efficient Devices Changes in Habits Evaluation: Frequently Little Impact Information Intensive Cases Prevalence CBSM Why Prevalent? Why Prevalent?

5 Select Lack of Evaluations Ineffective Models Relative Ease Underestimate Difficulty Expediency Barriers Develop Pilot Evaluate Implement Broadly Information Intensive Cases Prevalence CBSM Underestimate Difficulty Expediency Ineffective Models Relative Ease Lack of Evaluations Community-Based Social Marketing Community-Based Social Marketing Select Uncover Barriers Benefits Develop Pilot Implement Broadly Evaluate Benefits

6 Select Voluntary to Repetitive One-Time Compliance with Community-Based Social Marketing Select Selecting s Categories Type Selecting Policy Change Voluntary to Policy Voluntary Compliance with Regulation Strictly Voluntary Policy Change Strictly Voluntary Regulation Policy Selecting s Categories Type Selecting One-Time Repetitive

7 Select Literature Search Benefits Uncover Barriers Focus Groups Selecting s Categories Type Selecting List s Impact Impacts Probability Community-Based Social Marketing Select Uncover Barriers Benefits Uncovering Barriers Review Observations Focus Groups Surveys Literature Search Observation Focus Groups Surveys Surveys Observation

8 Uncovering Barriers Review Observations Focus Groups Surveys Clarify Mandate Barriers and Benefits Unique Review Trade Magazines Governmental NGO Reports Academic Articles Speak to Authors Consult Website Uncovering Barriers Review Observations Focus Groups Surveys Unobtrusive Observations versus Activity Uncovering Barriers Review Observations Focus Groups Surveys Break s Down Uncover Barriers to Activities 3 Actions for Programmable Thermostats?

9 Uncovering Barriers Review Observations Focus Groups Surveys Unobtrusive Observations versus Activity Context Uncovering Barriers Review Observations Focus Groups Surveys Use Literature Review 6-8 Participants per Group Notetaker Facilitator Limitations Not Random Group Effects Statistically Challenged Uncovering Barriers Review Observations Focus Groups Surveys Survey Type Comparison Barrier Benefit Identification Multivariate Statistics Refusal Survey Increasing Participation Rates Limitations

10 Select Barriers Develop Community-Based Social Marketing Select Uncover Barriers Benefits Develop Benefits Develop Specific Barriers Benefits Encourage Discourage Commitment Sign Petition Favouring Safe Driving Billboard on Lawn No Petition Petition No Petition Petition 17 4

11 Commitment Barriers Research Developed Barrier-based Implemented with Schools and TTC Kiss and Ride sites Commitment 8 Barriers Research Developed Barrier-based Implemented with Schools and TTC Kiss and Ride sites Idling Duration Idling Duration 32 4

12 Commitment 8 Barriers Research Developed Barrier-based Implemented with Schools and TTC Kiss and Ride sites Idling Duration Idling Duration Commitment NRCan Turnkey Toolkit 1 Canadian Communities Double by late 8 5 Municipalities are Idle-Free Module used Internationally US, India, Australia, Japan Commitment 8 RCS Home Audit Could Names be Published? Measurements One Year Later Evaluation is Unobtrusive No Paper Paper No Paper Paper 15 4

13 Commitment Commitment Commitment

14 Commitment Commitment Commitment Avoid Coercion Request Call-Backs Make Public Durable Promote Involvement Enhance Self-Perceptions Facilitate Social-Diffusion

15 Prompts Not Designed to Change Attitudes Overcome Forgetting Slogans Prompts Think Global, Act Local Every Litter bit Helps Don t be Fuelish Prompts Barriers Price, Quality Locating, Availability, Cynicism Campaign Posters, Media Shelf Talkers (Prompts) Prompts 8 Electronic Inventories October versus September Overall Grocery Stationery Overall Stationery Grocery

16 Prompts Three Communities 5 Homes in Each Compare Information vs CBSM Unobtrusive Evaluation Prompts Prompts 8 Three Communities 5 Homes in Each Compare Information vs CBSM Unobtrusive Evaluation N.York Durham Halton York Halton Durham N

17 Prompts Prompts Prompts

18 y derivados de metal (vacias unicamente) variada paper Libros de covertura dura Todo tipo de envases Bolsas de plastico empaque de espuma quimicos de jardineria, productos de pintura, liquidos de limpieza y lamparas de focos flourecentes. For proper disposal of hazardous waste, Sonoma County Eco-Desk 565-DESK(3375) Para desechar materiales peligrosos/contaminantes hable al Eco-Desk del Condado de Sonoma 565-DESK(3375) For proper disposal of hazardous waste, Sonoma County Eco-Desk 565-DESK(3375) Para desechar materiales peligrosos/contaminantes hable al Eco-Desk del Condado de Sonoma 565-DESK(3375) No hazardous materials including automotive fluids, garden chemicals, paint products, cleaners and fluorescent lamps. Ningun material peligroso/contaminante incluyendo liquidos de automoviles, quimicos de jardineria, productos de pintura, liquidos de limpieza y lamparas de focos flourecentes. Tapaderas de envases jars from Lids (vacias unicamente) Botes de aerosoles only) (empty cans Aerosol y derivados de metal de aluminio, metal, Latas cans bi-metal steel, Tin, Latas y papel de aluminio foil cans Aluminum packaging Empaques de comida congelada Cartones de huevos Frozen food covertura blanda Egg cartons Directorios y libros de books phone Paperback Fotografias photos No Libros de covertura dura books hardcover No comida de contaminado Papel paper contaminated food No empaque de espuma de tipo Ningun styrofoam No Bolsas de plastico bags plastic No No incluya: include: not Do Envases de bebidas No light bulbs Focos de luz Focos de luz Ceramica No light bulbs o espejos No ceramics Vidrio de ventanas mirrors or glass window No No incluya: include: not Do Flatten or cut cajas de carton All recyclables must depositados en el contenedor Set out your cart at least 2 feet away from Cartones de leche, soya o arroz cartons milk Soy/rice Cajas de jugos boxes Juice Cartones de leche cartons Milk Milk cartons Cartones de leche Prompts Prompts Thank you for recycling! Gracias por reciclar Cans foil Latas y aluminio Aluminum cans foil Latas y papel de aluminio Tin, steel, bi-metal cans Latas de aluminio, metal, Aerosol cans (empty only) Botes de aerosoles Lids from jars Tapaderas de envases Mix all recyclables here Revuelva todo lo reciclable aqui Paper Papel Newspaper Periodicos Cardboard (flatten all boxes) Carton (aplaste todas las cajas) Junk mail Correspondencia Paperback phone books Directorios y libros de covertura blanda Egg cartons Cartones de huevos Frozen food packaging Empaques de comida congelada Cartonboard such as cereal boxes Carton de las cajas de cereal Magazines Revistas Do not include: No incluya: No food contaminated Papel contaminado de comida No hardcover books No photos Fotografias Plastics Plastico All containers shapes sizes Do not include: No incluya: No plastic bags No styrofoam Ningun tipo de Glass Vidrio Food containers Envases de comida Beverage containers Do not include: No incluya: No window glass or mirrors Vidrio de ventanas o espejos No ceramics Ceramica Important: Importante: Empty containers only Solamente envases vacios cardboard boxes Aplaste, corte, o doble las be placed in the cart Todos los recicables deben ser other carts or objects Coloque su contenedor a 2 pies de distancia de los otros contenedores u otros objetos Milk cartons Cartones de leche Milk cartons Cartones de leche Juice boxes Cajas de jugos Soy/rice milk cartons Cartones de leche, soya o arroz No hazardous materials including automotive fluids, garden chemicals, paint products, cleaners and fluorescent lamps. Ningun material peligroso/contaminante incluyendo liquidos de automoviles, Prompts Make Noticeable Make Self-Explanatory Close in Space Time Encourage Positive Combine with other Tools

19 Norms Power of Norms Indicate Expected Two Forms Descriptive Injunctive Norms 8 Sign in Shower Room Observe One or Two Models Sign One Two Sign One Two Norms

20 Norms Norms Norms Make Noticeable Close in Space Time Encourage Positive

21 Communication Attention Content Feedback Framing Medium Persuasion 11 Communication Attention Content Feedback Framing Medium Vivid Messages Capture Attention Short to Long-term Enhance Recall Communication Attention Content Feedback Framing Medium Avoid Extreme Messages Latitudes of Acceptance Key Benefits Fearful Messages 49 58

22 Communication Attention Content Feedback Framing Medium Reinforces Repetitive Builds Public Support Develops Community Norms Dedham Recycling Communication Attention Content Feedback Framing Medium Communication Attention Content Feedback Framing Medium

23 Select Barriers Develop Intervention Control Pre-Test Post-Test Resource Quality Resource Use Change Pilot Community-Based Social Marketing Select Uncover Barriers Benefits Develop Pilot 5 5 Benefits Pilot Choices Pre-Test Post-Test Intervention Control Evaluation Change Resource Use Resource Quality

24 Select Barriers Develop Pilot Evaluate Implement Broadly Community-Based Social Marketing Select Uncover Barriers Benefits Develop Pilot Implement Broadly Evaluate Benefits