Behaviour, Motivation and the Environmental Movement
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Motivation, Behaviour Change and the Environmental Movement
The apathetic nature of much of western society can be disheartening to active members of the environmental movement. Extending traditional psychological theories of behaviour change and motivation to environmental problems may help form a link between these otherwise independent areas of study.
What Is Behaviour Change?
Behaviour can be seen as actions taken by a person in response to a stimulus. Behaviour change theory[1] then can be defined as the study of processes that cause changes in behaviour. As individuals are unique, behaviour patterns are not homogenous. For example, a person’s behaviour is based on many variables and the reasons behind behavior cannot be understood if such variables are ignored ([1]). These variables include differing personal desires, methods to achieve these desires, the emotions that arise in the process, aspects of biological functioning and the environments in which individuals are interacting ([1]). An approach to designing behavior change programs suggests that enough variables that influence the behavior in the first place must be manipulated in order to achieve change ([2]). Depending on how complex the environmental issue is, the number of variables can be one or many ([2]). While there are many theories of behaviour change, none offer a guaranteed solution, but rather depend on circumstance to succeed.
It is recognized that human behaviour is learned and influenced by the environment as well as from personal experiences. In general, there are two levels of variables that influence behaviour change:
Internal variables (what goes on inside a person’s mind)
External variables (the social and physical environment in which a person lives)
Currently a concise model that bridges the gap between behaviour change and the application to modern environmental issues does not exist, thus leaving a space for continued research in this field of study. However, there are many examples of common behaviour change theories.
Examples of Common Behaviour Change Theories
- Learning Theories [2]
- Ecological Approaches
- Social Support
- Social Learning/Bandura’s Observational Learning [3]
- Theory of Reasoned Action [4]/Planned Behaviour [5]
- Transtheoretical Model[6]
Motivational Theory:
The aspect of motivation [7] is often considered during discussions surrounding environmental issues. Motivation then can be thought of as the process that explains the behaviour ([3]). Also, considerable attention should be paid to the factors of motivation, that is, factors that will motivate individuals to continue changing their behaviour as well as motivating others. For example, human motivation cannot be understood on its own, without taking the larger context into perspective ([1]). The processes that influence behaviour are sometimes motivational, but also include non motivational psychological processes and biological functions that will play a part as well ([1]). After behaviour has been changed, a logical progression is how to encourage individuals to continue their changed behaviour while avoiding reverting to old habits.
Most of human behaviour is explained on the basis of motivation and emotions, yet people may not always be aware of these processes taking place ([4]). All of human behaviours and actions, with the exception of such basic functions as breathing, require motivation. Motivation provides the impetus to begin an intentional action. The reasoning behind motivation is commonly explained by unmet psychological needs, and the attempt to satisfy such needs ([3]). A number of theories have been developed to describe the role of human needs in motivation.
Examples of Common Motivational Theories [8]:
- Maslow's Hierarchy of Needs [9]
- Alderfer's ERG Theory [10]
- Herzeberg's Two-Factor Theory(Motivator-Hygiene Theory, Herzeberg's Dual Factors Theory)[11]
- David McClelland's Learned Needs or Three-Needs Theory
Why motivational theory?
The concept of motivational theory has been an important addition to the field of Psychology in particular. However, it may be useful to extend these ideas into the environmental and social realm of behaviour change. Ford states that “motivation is at the heart of many of society’s most pervasive and enduring problems, both as a developmental outcome of demotivating social environments and as a developmental influence on behaviour and personality” ([1], p. 2). Because many studies have been conducted on motivation, it is surprising that this has not led to greater advances in society’s response to human problems ([1]). Therefore it is imperative to find a means to facilitate the application of these theories into contemporary issues. Such utilization may be useful to aid in the often overwhelming task of behaviour change and motivation within the scope of environmental issues.
Why Are Behaviour Change and Motivation Important?
Behaviour change as a psychological theory attempts to explain the reasoning behind particular actions. Many members of the environmental movement are beginning to question the path that governments and administrative bodies are taking in terms of climate change. An examination of behaviour change is important in the face of growing uncertainty regarding a sustainable future. In recent times, it has become increasingly obvious that human behaviour must change. Psychological theories may offer the tools to propose alternatives to current behaviour patters and the motivation to change behaviour towards a more desirable future.
Related Links:
References
- ↑ 1.0 1.1 1.2 1.3 1.4 1.5 Ford, M.E. (1992). Motivating humans: Goals, emotions and personal agency beliefs. Newbury Park, California: Sage Publications
- ↑ 2.0 2.1 Sexton Marketing Group. (2007). A review of behaviour change models to achieve sustainable environmental behaviours. Retrieved July 5, 2008 from http://www.environment.sa.gov.au/deh/education/pdfs/behaviour_change_models.pdf
- ↑ 3.0 3.1 Robertson, I. T., Smith, M., & Cooper, D. (1992). Motivation: Strategies, theory and practice. Wimbledon, London: Cromwell Press
- ↑ Baroni, M.R. (2003). Cognitive processes theories and environmental issues. In M. Bonnes, T. Lee & M. Bonaiuto (Eds.), Psychological Theories for environmental issues (pp.63-93). Hants, England: Ashgate Publishing
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