Empowering Action:
Behavioural Change to
Mitigate Global
Environmental Change
Blanka Loučková
louckova.b@czechglobe.cz
CzechGlobe (Global Change Research Institute)
Outline
§ Introduction
§ Global Environmental Change (GEC)
§ Human Behaviour in Environmental Change
§ Case Studies - Successful Behavioural Change efforts to mitigate GEC
§ Strategies and Tools for Promoting Behavioural Change
§ Conclusion, Q&A
Introduction
What is Global Environmental Change (GEC) ?
= significant changes that have taken place in our environment at various scales
Land-use and land-cover changes (deforestation, rapid urbanization)
Changes in biodiversity (loss)
Unsustainable fisheries
Pollution of environment
Climate change
Fresh water scarcity
What is Global Environmental Change ?
Rapid urbanization. In China between 2000-2020 90 mil ha of land were converted
into urban areas. (https://www.globalforestwatch.org)
What is Global
Environmental
Change ?
The Living Planet Index (LPI)
= indicator of the state of global biodiversity,
based on trends in vertebrate population
What is Global Environmental Change ?
Fresh water scarcity between 1995 and 2025.
Impacts of environmental change
Ø Direct Impacts
• species, ecosystems
Ø Indirect Impacts
• humans (food security, health risk,
economic disruptions)
Slums on a sandspit at the coast of Monrovia (Liberia).
Population of coastal cities around 1950 and in
2020. Adapted from Barragan et al. (2015)
Behavioural change
= a central element
of addressing GEC
Human Behaviour in Environmental Change
Theories of Behaviour Change - main theoretical Frameworks:
Ø Theory of Planned Behaviour (TPB) - attitude, subjective norms, and
perceived behavioural control influence our behaviour.
Ø Value-belief norm (VBN) – pro-environmental behaviour in mind,
emphasize on the role of personal norms in personal action
Ø Transtheoretical model (TTM) - contemplation, preparation, action, and
maintenance of behavioural change
Theory of Planned Behaviour/Reasoned Action
(Ajzen and Fishbein 1991)
= a central theory in addressing the global environmental crisis
Concept of subjective norms:
= our actions are shaped by our personal beliefs about what we think
that important people in our lives think about the behaviour (“My
family thinks I shouldn’t smoke”)
Human Behaviour in Environmental Change
2 levels:
ØOften perceived as individual-level consumer action (e.g., buying a low-carbon
product, recycling, reducing meat-eating)
Ø But there are also other roles and contexts – as members of communities,
organizations, as citizens with influence on policies (installing insulation,
grassroots activities e.g. transport initiatives, low-carbon lifestyle)
Human Behaviour in Environmental Change
Efficacy of different interventions:
Ø informational campaigns generally less effective than other types of
intervention (may raise awareness and concern but do not always
produce behaviour change)
Ø Social influence is one of the strongest factors shaping behaviour, yet
rarely recognised by individuals themselves
ØAdoption of low-carbon innovations, such as electric cars and solar
panels, is significantly shaped by neighbourhood effects
Human Behaviour in Environmental Change
• not only how to intervene but also when
• Habits = the strongest impediments to change, acting to ‘lock-in’
behaviour
• many interventions = ineffective as they are not strong enough to disrupt
habits
• times of significant change = key opportunities to effectively change
behaviour (Covid-19, extreme weather events, moving home)*
_____________________________________________________________
*low-carbon behaviours have been shown to be more effectively changed in
the 12 weeks after relocation (Verplanken and Roy, 2016)
5 Case Studies of Successful Behavioural Change efforts to
mitigate global environmental change
1. Plastic Bag Reduction in Rwanda
Ø 2008: a nationwide ban on nonbiodegradable
plastic bags
Ø Strict enforcement and public
awareness campaigns
Ø Outcomes: switching to reusable
bags and alternatives, visible
clean environments previously
littered with plastic
2. “Setsuden“ = Japan’s Energy Conservation
Ømajor energy shortages after Fukushima
nuclear disaster (2011)
ØPeople encouraged to reduce electricity
usage (turning off unnecessary lights,
adjusting air conditioner temperatures,
and shifting work hours to daylight times)
ØOutcome: significant reduction in electricity
use nationwide (by 20%), collective
response to an energy crisis
3. Water Conservation in
Australia: Target 155
Campaign
• 2007: the Target 155 campaign aiming to limit
individual water use to 155 l per day
• Residents provided with tips and tools to reduce
their water use (fixing leaks, taking shorter
showers, water-efficient appliances)
• Outcomes: a significant decrease in daily
water consumption per capita, sustaining the
community through the drought, influence on
water usage practices thereafter
4. Community Solar Projects in Denmark
ØDenmark: renewable energy solutions at
a community level, focus on communityowned
solar panels
Ø Investing in and co-own renewable
energy resources, sense of responsibility
and direct benefits
ØOutcomes: reduced carbon footprints,
strengthened community bonds,
promotion of widespread acceptance of
renewable energy
35 MW rooftop solar power plant at DSV’s new logistics center
in Horsens – to be completed in Dec 2024 (cleantechnica.com)
5. Meatless Monday Global Movement
Ø a campaign encouraging individuals to
reduce meat consumption one day a week
Ø social media, local events, and
institutional programs (e.g., schools,
hospitals)
Ø Outcomes: significant participation
(reduced meat consumption in over 40
countries)
Reflection
Ø What were the key elements for success?
Ø Can these elements be replicated elsewhere?
Ø Can these elements be replicated in your country?
How can we promote these changes?
Strategies for Promoting Behavioural Change
Education and Awareness Campaigns:
Providing information and raising awareness about the impact of certain
behaviours on the environment can help individuals make more informed
choices.
Ø Example: workshops, seminars, … about sustainable practices (composting,
energy conservation, or water-saving techniques)
Social Norms and Peer Influence:
Leveraging social norms and peer influence to encourage sustainable
behaviours through positive reinforcement
Ø Example: Organizing community challenges or competitions (e.g. for
reducing energy consumption, promoting biking to work within social
circles,..)
Strategies for Promoting Behavioural Change
Incentives and rewards:
Offering incentives or rewards that can motivate individuals to adopt
environmentally friendly behaviours.
Example: A rewards program for recycling, discounts for using public
transportation, tax benefits for investing in renewable energy solutions,…
Policy Interventions:
Policies and regulations that push towards sustainable behaviours can drive
widespread change.
Example: Implementing plastic bag bans, imposing carbon taxes, setting energy
efficiency standards for buildings
Tools for Promoting Behavioural Change
Technology and Apps:
Mobile apps, online platforms can be used to track individual environmental
impacts, set goals, provide tips for sustainable living
ØExample: JouleBug or Oroeco => sustainability practices, encouraging users to
reduce their carbon footprint.
Behavioral Nudges:
Implementing subtle cues or reminders to influence behaviour without
restricting choice
ØExample: Placing prompts or signs near light switches (reminding individuals
to turn off lights when not in use, footprints on the floor encouraging recycling
Tools for
Promoting
Behavioral
Change
Tools for
Promoting
Behavioral
Change
Tools for Promoting Behavioural Change
Gamification and Challenges:
Turning sustainability initiatives into engaging games or challenges can increase
participation and motivation
Ø Example: Creating a "30-day Eco Challenge" with daily tasks (using reusable
bags, taking shorter showers, planting a tree)
Community-Based Programs:
Establishing community-based programs that promote collective action and
shared responsibility for environmental conservation
Ø Example: Setting up community gardens, organizing neighborhood clean-up
events, eco-friendly workshops.
Conclusion
"We cannot solve our problems with the same thinking
we used when we created them.”
(Albert Einstein)
There is a need for a shift in mindset and approach to address the environmental
challenges we face today.
The journey to a sustainable world begins with our behaviour.
Thank you
for your attention and participation !
‘A Day in the Life’ Visualization Exercise