Jonathan Waite Low Carbon Behaviours Scottish Government Influencing Low Carbon Behaviours

low carbon technology low carbon behaviours … BUSINESS AS USUAL is not an option Context - we need both:

Households – GHG footprint and key behaviours Housing 29% Transport 29% Food 20% Consumer Items 14% Other 6% Home Energy Travel Food Consumption

Low Carbon Behaviours Set

CHALLENGES – REBOUND EFFECT

Individual: influencing the motivations of individual consumers (including attitudes and perceived costs/benefits) to shape behaviour Social: the social norms, cultural conventions and shared understandings of consumer practices Material: the technologies and infrastructures that enable and constrain ways of behaving ISM – combining approaches

At individual level: make it easy (make the sustainable choice the default choice) At social level: build common cause (values) and support positive social norms At material level: help in the creation of technology and hard infrastructure and reconfigure soft infrastructure to drive change forward. How does ISM approach translate into action?

ISM applied to... recycling INDIVIDUAL CONTEXT ATTITUDES SOCIAL CONTEXT NORMS MATERIAL CONTEXT SCHEDULES

Raising Awareness

‘Too Good To Waste’

Behaviours Framework Update 2013 ISM Progress Report Low Carbon Behaviours – key data for Scotland 2014 ISM initiatives Key data update Greener Together

Vision of a Low Carbon Scotland

Developing a Low Carbon Vision