Institute of Energy and Sustainable Development Behaviour change communication: does it live up to its name? Caroline Wilson IESD PhD Conference, Leicester, UK 21 May 2010

Institute of Energy and Sustainable Development Abstract Communication frequently used but does it deliver? This study tracks effects of communication Finds: communication has a positive impact but not directly on behaviour change Concludes: Lessons for communicators and policymakers on what communications can and can’t do

Institute of Energy and Sustainable Development Towards synthetic theory Stern’s four groups of variables affecting ‘environmentally significant behaviour’ –attitudinal variables (such as norms and values), –contextual variables (persuasion/pressure), –personal variables (abilities and time/money) –habits/routines. (Stern, 2000)

Institute of Energy and Sustainable Development Elaboration Likelihood Model predictor variables outcome variable Adapted from Petty & Caccioppo (1986)

Institute of Energy and Sustainable Development Theory of Planned Behaviour predictor variables outcome variable Adapted from Ajzen (2002)

Institute of Energy and Sustainable Development Combined model – linkages? Attitude Subjective Norm Intention Perceived Control Ability to Process Argument Quality Source Credibility Involvement Behaviour

Institute of Energy and Sustainable Development Combined model – linkages? Behaviour Attitude Subjective Norm Intention Perceived Control Ability to Process Argument Quality Source Credibility Involvement

Institute of Energy and Sustainable Development Beta Sig. ELMArgument Quality Source Credibility Involvement Ability to Process Coefficient (B) Beta Sig. TPBIntention Subjective Norm Perceived Control Attitude

Institute of Energy and Sustainable Development Coefficient (B)Sig. ELMSource Credibility Involvement Ability to Process TPBIntention Subjective Norm Attitude

Institute of Energy and Sustainable Development MEDIATION TPB ELMBehaviour Based on Baron & Kenny (1986)

Institute of Energy and Sustainable Development Subjective Norm Involvement Behaviour Intention Ability to Process

Institute of Energy and Sustainable Development Involvement Source Credibility Behaviour Ability to Process Argument Quality Intention Attitude Subjective Norm Perceived Control ELM variablesTPB variables

Institute of Energy and Sustainable Development Limitations –not random sample –positive relationship isn’t cause and effect –intention could be teased out to a separate step But –multiple settings (six) has tested combined theories across different communications activities

Institute of Energy and Sustainable Development Commentary on results and implications Mediation explains ‘masking’ of the effect of communication variables Communication does not always have direct impact on behaviour Communication may need to be phased to move from one psychological stage to another Use causal chain to design communications Use causal chain to evaluate communications