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Beyond Education: Using Social Science to Motivate Action in Your Program
Kaitlin Phelps, Action Research
NYSAR3 November 6th, 2015
changing behavior for the public good by applying marketing and social
science research to outreach programs that promote clean, healthy, + sustainable communities.
clean healthy sustainable
community workplace environment
implementresearch evaluate
Behavior Matters
Environmental Issues have Origins in Human Behavior Pollution + Waste Climate Change
Technology + Policy Solutions Barriers: technical, institutional, societal Time to penetrate market Time to implement policy
Behavioral Solutions Voluntary action Guidance from social sciences
THE Behavior Matters
One-Time (e.g., install clothing donation bin)
Repetitive (e.g., compost food scraps)
Diverse Cost Difficulty Other Obstacles
Traditional Approaches
KnowledgeIf people know what to do,
they will do it.
Knowledge ≠ Behavior Change
Traditional Approaches
KnowledgeIf people know what to do,
they will do it.
Knowledge ≠ Behavior Change
Traditional Approaches
KnowledgeIf people know what to do,
they will do it.
Knowledge ≠ Behavior Change
Traditional Approaches
KnowledgeIf people know what to do,
they will do it.
Knowledge ≠ Behavior Change
Community-Based Social Marketing
origins in 100 years of social science psychology, sociology, anthropology, etc.
community-based delivered at local-level
removes barriers to action motivational and structural
behavior-based outcomes (behavior change) not outputs (# of impressions)
Community-Based Social MarketingSelect Behavior
Barriers & Benefits
Develop Strategy
Pilot Test
Implement Broadly & Evaluate
McKenzie-Mohr, D. (1999, 2011). Fostering sustainable behavior. Canada: New Society Publishers. See also www.cbsm.com
CBSM Strategies
Behavior Change
Tools from Social Sciences
Remove BarriersEnhance Motivation
Personal Contact
Tools: Commitment
Tools: Social norms
Tools: Convenience
Other Tools
Graphic From: Schultz, P. W. (2013). Strategies for promoting proenvironmental behavior: Lots of tools but few instructions. Eurpoean Psychologist.
Case Study #1
City of Fort Worth Texas
Step 1: Behavior Selection
Waste Characterization Study 415 households
Mixed Paper Present in 87% of garbage carts 8% of volume by weight
Step 2: Identify Barriers and Benefits
In-Person Surveys 261 households
Barriers Privacy concerns Confusion (shiny paper, plastic)
Benefits Good for the environment, landfill space Right thing to do
Step 3: Develop Strategy
Social Norms 87% think recycling is important
Information Address confusion
Convenience/Prompt Black marker
Case Study #2
Seattle, WA
Step 1: Identify Behavior
Waste Audit 411 households
In-person Surveys 225 respondents
Step 2: Barriers and Benefits
Mixed paper•Personal information•Confusion about what is recyclable
Coated Containers, Plastic Containers•Rinsing or cleaning•Confusion about what is recyclable
Glass, Cans•Rinsing or cleaning
Step 2: Barriers and Benefits
Newspaper/Cardboard• Breaking it down/flattening it
Food scraps and food-soiled paper:•Inconvenience/laziness/forgetting•Smell/mess•Use other method (e.g., disposal)•Didn’t know it could go in yard waste•No container for keeping it indoors
CBSM Successes
City of Oceanside, California23% reduction in dog waste on a public trail
CBSM Control50
70
90
110
130
150
170
190PRE POST
CBSM Successes
Urban Sustainability Directors Networkturn off computers and monitors at the end of the workday
Computers Off Monitors Off0%
10%20%30%40%50%60%70%80%90%
100%
64%
23%
72%
53%
Computer & Monitor Shutdown Rates
Control Treatment
CBSM Successes
City of San Diego, Think Blue89% decrease in outdoor washing67% decrease in dry-weather flow to storm drains
CBSM Successes
CalRecycle (formerly CIWMB)248% increase in curbside oil pick-ups
Additional Resources
Websites www.cbsm.com www.toolsofchange.com
Discussion Forums/List Serves Fostering Sustainable Behavior (www.cbsm.com) Georgetown Social Marketing Listserv
Books Fostering Sustainable Behavior Social Marketing to Protect the Environment
Action ResearchNew York: 13 East 37th St., Suite 7F | New York, NY 10016
California: 3630 Ocean Ranch Blvd. | Oceanside, CA 92056
Kaitlin Phelps
phone: 917-721-6705 | email: [email protected]
www.action3630.com