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How to Effectively Promote Eco-Friendly Behaviors: Insights from Contextual Behavioral Science

Author

Listed:
  • Alison Stapleton

    (School of Psychology, University College Dublin, D04 V1W8 Dublin, Ireland)

  • Louise McHugh

    (School of Psychology, University College Dublin, D04 V1W8 Dublin, Ireland)

  • Maria Karekla

    (Department of Psychology, University of Cyprus, Nicosia 1678, Cyprus)

Abstract

The rapidly increasing rate of climate change is a major threat of our time. Human behaviors contribute to climate change. These behaviors are malleable. To change human behavior in significant and sustainable ways, we need a scientific understanding of motivation and behavior change. One area in psychological science that provides precision, scope, and depth to our understanding of human behavior and motivation is contextual behavioral science (CBS). The current article provides an account of how CBS can provide real-world solutions to promoting positive behavior change to reduce human-induced climate issues. Specifically, we will outline six evidence-based considerations for organizations aiming to promote pro-environmental behaviors through messaging, advertising, and social marketing. Practical examples are provided across all six considerations to promote behavior change to reduce the rapidly increasing rate of climate change.

Suggested Citation

  • Alison Stapleton & Louise McHugh & Maria Karekla, 2022. "How to Effectively Promote Eco-Friendly Behaviors: Insights from Contextual Behavioral Science," Sustainability, MDPI, vol. 14(21), pages 1-14, October.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:21:p:13887-:d:953396
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    References listed on IDEAS

    as
    1. Schneider, Susan M & Sanguinetti, Angela, 2021. "Positive reinforcement is just the beginning: Associative learning principles for energy efficiency and climate sustainability," Institute of Transportation Studies, Working Paper Series qt02n7j1cn, Institute of Transportation Studies, UC Davis.
    2. Laura S. Loy & Karen R. S. Hamann & Gerhard Reese, 2020. "Navigating through the jungle of information. Informational self-efficacy predicts climate change-related media exposure, knowledge, and behaviour," Climatic Change, Springer, vol. 163(4), pages 2097-2116, December.
    3. Venkatachalam, L., 2008. "Behavioral economics for environmental policy," Ecological Economics, Elsevier, vol. 67(4), pages 640-645, November.
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