WasteMINZ Mid-Year Roundup May 3rd and 4th 2012

Why do individuals change behaviour?

Reasons for change?

Negative effects of a behaviour reach a certain level

Recognition that it is possible to change, e.g.Behaviour of ‘trusted others’Change momentFashion

Perception of the benefitsNeed to understand, often unexpected reasons

Understanding reactions to recycling

MotivationWhat might motivate changes?Why might people be willing to recycle?

BarriersWhat stops people recycling?

Why do we change? Motivations 1Money sometimes motivates• People don’t know costs (visible vs. invisible)• Cultural and social values more important – even in

‘economic’ decisions• Money is not important for everyone• Financial incentives – can be lost to ‘free riders’• They can increase non-desired behaviours• Financial incentives may not bring long term change

Why do we change? Motivations 2

Information sometimes motivates• Assume that if you know, you will change• Brochures alone – negligible savings

Pamphlets, videos and other brochures (0-2%)• Can result in attitude rather than behaviour

change• Can result in increase in undesirable behaviour• Needs to be framed in terms of losses

Why do we change? Motivations 3

Attitudes sometimes motivate• Extensive psychological research• Programs often predicated on the belief

that attitudes cause behaviour• 89% Sydneysiders favour home energy

actions- 59% take them

What makes it easy to change?• if it suits our lifestyle • if it fits into our core values • if we gain personal benefits• if there is a wide range of choices• if it is perceived to be easy for us • if it easy to see (measure) that we have changed • if it occurs at a change moment in our life• if we get positive recognition/reinforcement

Perceived to be easy – what are the barriers?

• Habit• Lack of knowledge • Nobody else is doing it• We selectively interpret research/messages

depending on what we agree with