Changing behaviour, encouraging and enabling pro-environmental behaviours in particular, is endlessly fascinating. There are lots of theories of behaviour change, and lots of practitioners getting out there and trying to make it happen. And some of them even succeed from time to time! This article – Behave – which I wrote in 2007 – covers some approaches. There are also other models, like the six sources of influence which I came across recently.
Start your exploration of that model with this great video!
The UK Government’s Defra (Department of Food and Rural Affairs) has its own behaviour change models, which I wrote about here in the context of audience segmentation. NESTA also produced a great report on the use of established social marketing techniques to sell ‘low carbon’ living. My September 08 column in the environmentalist covered that.
Which approaches to behaviour change do you see being used by environmental organisations? And which are used by multi-national FMCG organisations? (That’s Fast Moving Consumer Goods to you and me.) Clue: the behaviour FMCGs want to influence is purchasing behaviour.
[...] engagement. The supporting activities, positive feedback and physical resources are missing. (See here for a posting about the six sources of influence which help catalyse and reinforce new [...]
January 1st, 2010 at 1:58 pm[...] to change their behaviour, there are models and approaches which can help. For example, the six sources of influence help you identify the right messages and pay attention to the surrounding context which supports [...]
February 14th, 2010 at 12:43 pm