Liam Smith, BehaviourWorks Australia - Presentation UNAA Sustainable Consumption and Production Seminar 27.6.13


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Liam Smith from BehaviourWorks Australia presented at the UNAA Sustainable Consumption and Production Seminar held on 27 June 2013 hosted by Russell Kennedy, Melbourne.

Held in support of the United Nations 10 Year Framework of Programmes on Sustainable Consumption and Production Patterns, the seminar brought together experts and practitioners from across business, government and civil society to provide a platform for shared learning on integrating sustainable consumption and production measures throughout business operations, relationships and value chains.

Guest Speakers and Panelists:
- Tim Grant, Director, Life Cycle Strategies
- Joshua Bishop, National Manager – Markets, Sustainability and Business Partnerships, WWF Australia
- Craig Chester, Operations Manager Australia, Fairtrade Australia and New Zealand
- Liam Smith, Director, BehaviourWorks Australia, Monash Sustainability Institute
- Clinton Squires, Australian Managing Director, Interface

More information available at:

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  • Liam Smith, BehaviourWorks Australia - Presentation UNAA Sustainable Consumption and Production Seminar 27.6.13

    1. 1. Behaviour and sustainable consumption forum United Nations Association of Australia 27th June, 2013 Melbourne Liam Smith Director, BehaviourWorks Australia Monash University
    2. 2. 1. Starting with a problem, identify and prioritise target behaviour/s (and the associated target audience) 2. Understand the key determinants that influence the target behaviours 3. Select appropriate behaviour change techniques and strategies to address these influential determinants 4. Evaluate the effectiveness of these interventions in terms of their impacts on the determinants and the behaviour Steps in a behaviour change process
    3. 3. Understanding the behaviour • Is the behaviour performed once, occasionally, for-a- period or regularly? • If regularly, how habitual is the behaviour? Are there opportunities when habits are reconsidered? • Is the behaviour illegal? If so, what are the target audience’s perceptions about the severity of the punishment and the risk of being caught? • Do the target audience know about the behaviour and have they had the opportunity to perform it? • What drives the behaviour and its alternatives? Culture, values, attitudes, perceived norms, control, habits?
    4. 4. Step two: identify determinants of behaviour Behaviour Attitudes Social pressure Capacity External constraints Habits Emotions
    5. 5. Predicting intention to buy recycled toilet paper Instrumental attitude Experiential attitude Injunctive norm Descriptive norm Capacity Autonomy Behavioural intention 0.34 0.14 0.18 0.23 0.48 0.04
    6. 6. The problem of habits Context-CuedRepetition Automaticity
    7. 7. Looking for opportunities to change behaviour Normative opportunities • How publically visible is the behaviour? • What is the potential to make the behaviour more visible? • How many others are performing the behaviour? Who are they? How similar are they to the target audience? • What are the opportunities to communicate with the target audience either directly or through others? • Who are the peers of the target audience? Barrier removal opportunities • How hard or easy is the behaviour to do? • What incentives are available? Consistency opportunities • Are there opportunities for foot-in-the-door (commitments etc)? Spillover opportunities • What other behaviours are non-compliers undertaking which are similar to it? Habit discontinuity opportunities • What other behaviours are performed around the target behaviour? i.e. what is the routine in which the behaviour sits? • Are there circumstances where routine behaviour will need reconsidering? If so, what are the circumstances? • Educational / informational opportunities • What are the target audiences’ perceptions of good and bad outcomes that could occur as a result of the behaviour?
    8. 8. Spillover
    9. 9. Things that prevent spillover
    10. 10. Spillovercan also be positive
    11. 11. Other suggestions for motivating spillover • Realign motivations for ‘sometimes’ buyers • Point out discrepancies in behaviour
    12. 12. Thank you Liam Smith BehaviourWorks Australia, Monash Sustainability Institute