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| Date 18-11-2013
faculty of behavioural and social sciences
psychology
1
Linda Steg
University of Groningen, Department of Psychology
Understanding the human dimensions of a sustainable energy transition
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
Psychology and sustainable energy transition › Behaviour changes needed:
Adopt and use renewable energy sources and different energy carriers
Adopt and use of energy efficient technology
Adopt and use monitoring/control technology
Adopt and use storage facilities
Change user behaviour
- use less or adapt demand to supply
› Acceptability of energy systems and policies
2
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
3
Steg & De Groot (2012); Steg, Perlaviciute, Van der Werff & Lurvink (2014)
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
4
De Groot & Steg (2007, 2008); Hansen, Steg, & Suhlman (forthcoming); Jakovcevic & Steg (2013); Ünal, Steg, Rumpf, & Granskaya (forthcoming); Steg, Abrahamse, & Dreijerink (2005); Steg, Perlaviciute, Van der Werff, & Lurvink (2014)
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
Value conflict
› Pro-environmental actions are often costly, effortful or inconvenient
› Reduce value conflict
Make pro-environmental actions beneficial
Strengthen or activate biospheric values
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Steg, Bolderdijk, Keizer, & Perlaviciute (2014); Steg (2015)
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
6
Money Environment
Bolderdijk, Steg, Geller, Lehman & Postmes (2013)
Control
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
Eudaimonia › Acting pro-environmentally feels good because it is
meaningful, particularly if
behaviour is autonomous
behaviour benefits environment more
strong biospheric values
› Positive self signal
› Encourages pro-environmental actions
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Venhoeven, Bolderdijk & Steg (2013); Venhoeven, Bolderdijk, Steg & Keizer (forthcoming)
Pro-environmental
action
Meaning of
behaviour
Positive
self-signal Feeling good
about behaviour
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
Pro-environmental behaviour and warm glow
Taufik, Bolderdijk & Steg (2014)
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
Positive self-signal
Taufik, Bolderdijk & Steg (2014)
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
10
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
Biospheric values and behaviour
› Values influence behaviour mainly indirectly
Affect importance and evaluations of consequences of actions
Identity: link consequences to the self
11
Steg, Bolderdijk, Keizer, & Perlaviciute (2014); Steg (2015)
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
12
https://www.youtube.com/watch?v=ubNF9QNEQLA
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
Values and preferences
Egoistic and biospheric values:
› Define what is important
consequences for self or environment
› Shape overall positive or negative views
› Help maintain positive or negative views
Motivated cognition – I support (or oppose) it, so it has many (dis)advantages
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Perlaviciute & Steg (2014)
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
Environmental self-identity
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Van der Werff, Steg, & Keizer (2013a; 2013b)
Past behaviour
Biospheric values
Environmental self-identity
Environmental behaviour
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
Values and situational factors
› Context may facilitate or inhibit behaviour
Behavioural costs
› Context affects which consequences considered
CER
Norm (dis)respect cues
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Ruepert et al. (under review); Steg, Bolderdijk, Keizer & Perlaviciute (2014); Steg (2015)
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
16
Ruepert et al. (under review)
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
17
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
18
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
19
Corporate Environmental Sustainability
Employees act more pro-environmentally:
› When they strongly endorse biospheric values
› When they believe their organisation committed to CER
› CER particularly encourages pro-environmental actions when employees do not strongly endorse biospheric values
Ruepert, Keizer & Steg (under review)
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
20
Study 5/6
Graffiti versus litter versus clean Envelope containing 5 Euro note sticking out of mailbox How many people steal the envelope?
Keizer, Lindenberg, & Steg (2008)
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
21
Study 5/6
No graffiti or litter (N=71) 13% Graffiti (N=60) 27%
Litter (N=72) 25%
Keizer, Lindenberg, & Steg (2008)
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
22
Keizer, Lindenberg, & Steg (2013)
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
23
Keizer, Lindenberg & Steg (2013)
Clean environment 40%
Picking up soda can 64% Sweeping 82%
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
24
Conclusions
› Reduce conflict between biospheric values and other values
› Target situational factors that activate and support biospheric values
factors that make people focus on environment
‘good’ behaviour of others
reduce costs of pro-environmental actions
› Normative route: solid base and cost efficient
Steg, Bolderdijk, Keizer & Perlaviciute (2014)
| Date 18-11-2013
faculty of behavioural and social sciences
psychology
25
Thank you!
