Why do individuals change behaviour?

Reasons for change? Negative effects of a behaviour reach a certain level Recognition that it is possible to change, e.g. Behaviour of ‘trusted others’ Change moment Fashion Perception of the benefits Need to understand, often unexpected reasons

Understanding reactions to recycling Motivation What might motivate changes? Why might people be willing to recycle? Barriers What stops people recycling?

Why do we change? Motivations 1 Money sometimes motivates People don’t know costs (visible vs. invisible) Cultural and social values more important – even in ‘economic’ decisions Money is not important for everyone Financial incentives – can be lost to ‘free riders’ They can increase non-desired behaviours Financial incentives may not bring long term change

Why do we change? Motivations 2 Information sometimes motivates Assume that if you know, you will change Brochures alone – negligible savings Pamphlets, videos and other brochures (0-2%) Can result in attitude rather than behaviour change Can result in increase in undesirable behaviour Needs to be framed in terms of losses

Why do we change? Motivations 3 Attitudes sometimes motivate Extensive psychological research Programs often predicated on the belief that attitudes cause behaviour 89% Sydneysiders favour home energy actions - 59% take them

What makes it easy to change? if it suits our lifestyle if it fits into our core values if we gain personal benefits if there is a wide range of choices if it is perceived to be easy for us if it easy to see (measure) that we have changed if it occurs at a change moment in our life if we get positive recognition/reinforcement

Perceived to be easy – what are the barriers? Habit Lack of knowledge Nobody else is doing it We selectively interpret research/messages depending on what we agree with