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Fostering Sustainable Behavior
Doug McKenzie-Mohr, Ph.D.Environmental Psychologist
Sustainable Behavior
Doug McKenzie-Mohr, Ph.D.
Environmental Psychologist
Information-Intensive
•Attitude-Behavior
•Economic Self-Interest
Information-Intensive
•Attitude-Behavior
•Economic Self-Interest
• Energy Efficiency Workshop• Attitudes & Knowledge• Evaluation• 1 of 40 Lowered HWH
• 2 of 40 Installed Wrap
• 8 of 40 Showerhead
Attitude-Behavior
Menu
• Residential Conservation Service•Gas and Electric Utilities• Audits, Loans, Contractors
• Evaluation• 6% Request Audit
• 50% Acted, 2-3%
• Waiting List Control, < 1%
Economic Self-Interest
Menu
Community-Based Social Marketing
Community-Based Social Marketing
22 33 44 5511UncoverBarriers
&Benefits
Barriers&
Benefits
DevelopStrategy
DevelopStrategy
PilotStrategy
PilotStrategy
ImplementBroadly
&Evaluate
ImplementBroadly
&Evaluate
SelectBehavior
SelectBehavior
Community-Based Social Marketing
22 33 44 55Select
Behavior
SelectBehavior
List Behaviors
1
2
3
4
Impacts1
2
3
2
3
4
1
Menu
Impa
ct
Probability
Selecting Behaviors
Community-Based Social Marketing
33 44 55UncoverBarriers
&Benefits
Barriers&
Benefits
SelectBehavior
SelectBehavior
Menu
Surveys
Surveys
Focus Groups
Focus Groups
Observation
Observation
LiteratureSearch
LiteratureSearch
Uncovering Barriers
Community-Based Social Marketing
44 55UncoverBarriers
&Benefits
Barriers&
Benefits
DevelopStrategy
DevelopStrategy
SelectBehavior
SelectBehavior
Develop Strategy
SpecificBehavior Barriers Benefits
Encourage
Discourage
Community-Based Social Marketing
55UncoverBarriers
&Benefits
Barriers&
Benefits
DevelopStrategy
DevelopStrategy
PilotStrategy
PilotStrategy
SelectBehavior
SelectBehavior
Turn it Off
Menu
• Barriers Research• Developed Barrier-based Strategy• Implemented with Schools and TTC
“Kiss and Ride” sites
Commitment
Menu
• Barriers Research• Developed Barrier-based Strategy• Implemented with Schools and TTC
“Kiss and Ride” sites
0
20
40
0
20
40
60
80
Idling Duration
Idling Duration
32
32
73
Commitment
Menu
• NRCan Turnkey Toolkit• 200 Canadian Communities• 50 Municipalities are Idle-Free•Module used Internationally•US, India, Australia, Japan
Reducing Lawn Watering
Menu
• Three Communities• 500 Homes in Each• Compare Information vs CBSM• Unobtrusive Evaluation
49
58
Prompts Cases Graphics Checklist
Menu
Menu
• Three Communities• 500 Homes in Each• Compare Information vs CBSM• Unobtrusive Evaluation
0
20
40
0
20
40
60
80
49
N.York HaltonDurham
N. York HaltonDurham
58
32
32
45
45
1
1
Reducing Lawn Watering
Recommendations
• Select Behaviors & Tier• Identify Barriers & Benefits• Match Tools/Funding
• Pilot Programs• Develop Turnkey Programs
• Hire Social Marketers
• Select Behaviours• Identify Barriers & Benefits• Match Tools to Barriers
• Pilot Programs
• Develop Turnkey Programs
