Applying behavioural theory to the challenge of climate change

A widely recognised psychological model that helps explain human behaviour in relation to climate change, the Theory of Planned Behaviour proposes that an individual's intention to perform a behaviour is influenced by their attitude towards the behaviour, subjective norms (i.e., how they are 'expected' to behave from a social perspective) and perceived behavioural control (i.e., how much autonomy and control they feel they have over the behaviour being performed). Providing individuals with the tools, resources and information needed to take environmentally-friendly actions increases their perceived control, making sustainable choices more likely to occur. 

Another key component of this theory is attitude. Encouraging positive attitudes towards sustainable practices and highlighting the environmental benefits of certain behaviours can influence people's intentions to adopt eco-friendly habits. Furthermore, social norms play a vital role in shaping behaviour. Creating a sense of social accountability and emphasising societal norm supporting sustainable actions can drive positive change. 

Example: ensuring that messaging about climate-friendly behaviours embeds principles of behavioural theory can be a powerful tool to engage individuals in climate action. Emphasising the positive environmental impact for those who value sustainability, and communicating cost-effective ways to make sustainable swaps for those facing financial barriers, ensures messaging is targeted and relevant to key audience groups.

Social cognitive theory focuses on the role of observational learning, imitation, and modelling in shaping behaviour. By understanding how individuals learn from their social environment, interventions can be designed to promote pro-environmental behaviours. 

Modelling refers to the highlighting of positive role models who engage in the desired behaviour (in this case eco-friendly practices), therefore they can inspire others to adopt similar behaviours. This could involve showcasing individuals, communities, or even businesses leading the way in sustainability. 

Sharing success stories and experiences of those who have successful transitioned to a more sustainable lifestyle can also motivate others to follow suit. This represents another component of the theory; observational learning. It fosters a sense of self efficacy and empowerment, reducing barriers to performing eco-friendly behaviours (i.e., people are shown others 'just like them' engaging in desirable behaviours).

Example: Research has shown that individuals are more likely to engage in energy-saving behaviours if they believe it aligns with social norms. Providing information about the energy consumption of peers and framing lower consumption as a desirable social norm can encourage energy conservation.  

Cognitive Dissonance Theory (check out our blog on Cognitive Dissonance applied in the context of smoking for more details on the theory) suggests that individuals strive for internal consistency in their belief and attitudes. Climate change communication strategies that leverage cognitive dissonance theory highlight to individuals and groups the inconsistencies that exist between their pro-environmental values that they hold, and the sustainable behaviours they engage in (e.g., use of single-use plastics, red meat consumption, incorrect waste disposal behaviours). 

Example: A campaign that highlights inconsistencies between an individual's love for wildlife and their incongruent behaviour of littering emphasises the importance of responsible recycling and waste disposal and frames this as a virtuous and desirable behaviours.  

The Transtheoretical Model outlines the proposed stages through which an individual progresses towards behavioural change. It has been applied in a climate change context to understand the process of adopting sustainable behaviours and thus how to develop interventions based on an individual's readiness to change. 

Example: Interventions utilising the Transtheoretical model to tackle climate change would be adapted and tailored to each different stage of behaviour change, to maximise the likelihood of engaging people at each stage and meeting them at their current level of readiness to change. For example, for those in the re-contemplation phase (i.e., people are unaware of unconcerned about their environmental impact) raising awareness through targeted campaigns and providing information ab8out the consequences of unsustainable behaviour would be beneficial. In contrast, for those already in the Preparation phase (i.e., they are already actively considering making sustainable changes) offering practical guidance and resources to aid their efforts, such as online tools or workshops, could help them prepare for and transition towards more eco-friendly behaviours.