Strategies for Promoting Proenvironmental Behavior : Lots of Tools but Few Instructions

Abstract

Environmental problems have their origins in human behavior, and as a result, any solution to environmental issues will require changes in behavior. While many disciplines in the social and behavioral sciences offer important perspectives on the behaviors linked with environmental problems, the study of the individual brings a focus on cognitive, social, and motivational processes that provides insights into effective ways to promote change. Psychological research on proenvironmental behavior dates back nearly 40 years, and within this rich body of empirical research are a number of well-established findings. Strategies such as prompts, commitments, feedback, social norms, incentives, and convenience have all been shown to effectively promote proenvironmental behavior – at least in some contexts, for some behaviors, and for some individuals. This article begins with a brief overview of these research findings, and then proceeds to examine the less-explored question about when various strategies work. The article concludes with recommendations for selecting an appropriate strategy for promoting behavior change, along with fruitful areas for future research.