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3. Behaviour Change
About this Lecture
In this lecture, we think about methods of behavioural change, focusing in particular on: (i) a review of the theory of planned behaviour, outlining the influence of attitudes, subjective norms and perceived behavioural control on intentions and behaviour; (ii) the construct of an attitude as a sum of views on the outcomes of an action; (iii) the role of availability and incentives in adjusting people’s attitudes to recycling behaviours; (iv) a key issue with incentives being, if they are finite, the potential backfiring effect of removing them in the future; (v) research findings which have demonstrated that positive, non-incentivising messaging has effects which outlast its presence, whereas the effects of incentivised messaging fall away when that message is remove.
In this course, Professor Birgitta Gatersleben (University of Surrey) explores recycling behaviours and messaging. In the first lecture, we think about the design and findings of Lord’s 1994 study. In the second lecture, we think about types of persuasive communication in the context of environmental messaging. In the third lecture, we think about methods of behavioural change. Next, we think about social influence factors, including injunctive and descriptive norms. In the fifth and final lecture, we think about pro-environmental behaviours and how they differ from environmentally significant behaviours.
Professor Birgitta Gatersleben is a professor of environmental psychology in the School of Psychology and Environmental Psychology Research Group at the University of Surrey. Professor Gatersleben’s research interests are in sustainability, urban living, environmental stress, and wellbeing. Some of Professor Gatersleben’s recent publications include 'The Use of Virtual Reality in Environment Experiences and the Importance of Realism' (2021) and '#Springwatch #WildMorningswithChris: Engaging with Nature via Social Media and Wellbeing During the Covid-19 Lockdown' (2021).
Cite this Lecture
Gatersleben, B. (2022, May 31). Environmental Psychology – Recycling Behaviours - Behaviour Change [Video]. MASSOLIT. https://massolit.io/courses/environmental-psychology-recycling-behaviours/behaviour-change
Gatersleben, B. "Environmental Psychology – Recycling Behaviours – Behaviour Change." MASSOLIT, uploaded by MASSOLIT, 31 May 2022, https://massolit.io/courses/environmental-psychology-recycling-behaviours/behaviour-change