Influencing behaviour: The Doggy boxes pilot and ISM Ylva Haglund Partnerships Project Manager Consumer Food Waste Prevention

The Doggy boxes pilot and ISM Zero Waste Scotland The Doggy boxes pilot ISM – key outcomes and benefits

Zero Waste Scotland Helping individuals, businesses, and local authorities reduce waste, recycle more, and use resources sustainably. Services to businesses Local & national campaigns Voluntary waste reduction agreements Capital investment Research, training, best practice

Zero Waste Scotland Communication & Engagement ‘to deliver communication activities that support and enable changes in behaviour among individuals, leading to actions that help achieve a zero waste, resource efficient Scotland’.

Resource Efficient Scotland Single integrated Scottish Government programme delivered by Zero Waste Scotland Advice & support on energy, water, raw materials and waste Services include online resources, tools and publications, workshops and on-site support Caption here

The Doggy Boxes pilot Context Part of 10 Greener behaviours Building on London initiative Household focus to date 53,500 tonnes food waste/ year

The Doggy Boxes pilot Context Costing the industry £64 million a year CO2 equivalent emissions reduction by 150,000 tonnes Waste (Scotland) Regulations 74% in favour of being offered a ‘doggy bag’

The Doggy Boxes pilot Aims Increased use of doggy boxes by Scottish consumers when eating out Reduction in food waste, and associated CO2 emissions, generated from plate waste in participating Scottish restaurants Up to 15 partners Covering a variety of restaurant formats and customer demographics If viable = future roll-out

ISM - benefits Consider all the factors involved Identify barriers to behaviour change Generate new ideas Informing project design Format for involving external experts

Components of the motivational system Infrastructure INDIVIDUAL Values, Beliefs, Attitudes Emotions Agency Skills Costs & Benefits Habit Introducing ISM: Individual Factors Weighing up perceived benefits vs costs. Irrational rather than rational. Feelings, ‘Hot’ Evaluations Sense of Personal Control, ‘Self Efficacy’/confidence Competences inc. ‘Know How’ and ‘Know What’ Competences inc. ‘Know How’ and ‘Know What’ Past Behaviour, Routine Practices

ISM – key outcomes INDIVIDUAL Costs & benefits: Decisions of what to do with the food (‘will the food be used?’, ‘am I going straight home?’ will determine take-up) Emotions: Eating out is an escape from normality

ISM – key outcomes INDIVIDUAL Skills: Health & Safety considerations; using up leftovers Skills: Skill of restaurant staff to promote doggy boxes to customers

SOCIAL MATERIAL Norms Roles & Identity Opinion Leaders Networks & Relationships Meanings Infrastructure Objects Technologies Institutions Rules & Regulations Time & Schedules Tastes Introducing ISM: Social Factors Personae / Repertoires; Sense of Self (& Other) Personae / Repertoires; Sense of Self (& Other) Sense of others’ conduct – observing others & of their approval of our behaviours Preferences to signal ‘distinction’ and belonging to different groups Mechanisms influencing group conduct – formal & informal Mechanisms influencing group conduct – formal & informal Culturally constructed understandings /’frames’ (e.g. smoking now vs in 1920s) Culturally constructed understandings /’frames’ (e.g. smoking now vs in 1920s) Connections, social networks, social capital Influencers, Authorities, Celebrities

ISM – key outcomes SOCIAL Institutions: Restaurants making doggy boxes part of customer experience Roles & Identities: Who you are eating out with influencing behaviour

ISM – key outcomes SOCIAL Meanings: Re-framing doggy boxes as something desirable, ‘another meal’, not food waste Different contexts - different meanings Cultural factors - ‘Mr Manners’

MATERIAL Infrastructure Objects Technologies Rules & Regulations Time & Schedules Introducing ISM: Material Factors ‘Hard’ and ‘soft’ infrastructure as boundaries Interaction with users, generate and spread new behaviours Things involved in practices, but can also ‘act back’ Formal vs implicit Finite resource, also institutionally set,

ISM – key outcomes MATERIAL Rules & Regulations: Food Standard Agency advice Objects: Design of box / bags; impact of possible displacement of waste from the restaurant to household

Ideas to take forward Name of initiative - name as potential barrier Language is central - positive messages at all times Further advice / recipes about treatment of food, what to do once home