Many approaches to being green

From: Subject: Many approaches to being green Date: Thu, 15 Aug 2002 18:09:32 -0400 MIME-Version: 1.0 Content-Type: multipart/related; boundary="----=_NextPart_000_0009_01C24486.E807FFE0"; type="text/html" X-MimeOLE: Produced By Microsoft MimeOLE V6.00.2600.0000 This is a multi-part message in MIME format. ------=_NextPart_000_0009_01C24486.E807FFE0 Content-Type: text/html; charset="Windows-1252" Content-Transfer-Encoding: quoted-printable Content-Location: http://www.apa.org/monitor/apr01/greenapproach.html Many approaches to being green

Volume 32,=20 No. 4 April 2001

Many approaches to being green

Behavioral researchers have identified a = variety of=20 ways to encourage environmentally friendly = behavior.=20
BY REBECCA A. CLAY=20
Whether they're talking about trash, overpopulation = or=20 global warming, environmental psychologists agree that = human=20 behavior is the cause of environmental degradation. = They agree=20 that incentives like bottle deposits encourage people = to=20 recycle, that posted reminders get them to turn off = their=20 lights and that conveniently placed trash cans keep = them from=20 littering.=20
That's the easy stuff. When it comes to advice on = the best=20 way to foster earth-friendly behaviors--such as = responsible=20 consumerism, energy conservation and family = planning--experts=20 offer differing but often complementary approaches.=20
Some believe that appealing to people's = self-interest is=20 the best method. Other authorities say the field's = emphasis on=20 individual behaviors is misguided and instead advocate = organizational, political and other large-scale = changes.=20
All are working to produce empirical evidence to = show that=20 their approach will save the world.=20
"We need the wisdom of many disciplines to solve=20 environmental problems," says Stuart Oskamp, PhD, who=20 organized a special section on environmentalism for = American=20 Psychologist last May. "And psychologists have quite a = bit of=20 knowledge they can apply to the challenge."=20
Changing individuals' behavior=20
Ask Oskamp what he believes is needed, and he = points to a=20 classic study of competition and cooperation.In the = "Robber's=20 Cave" experiment conducted by Muzafer Sherif, PhD, = researchers=20 took a group of boys to an isolated campsite and = divided them=20 into two groups that quickly became quite competitive. = The=20 only way to bring the groups together was to present = them with=20 problems affecting them all, such as a break in the = water=20 supply or a truck stuck in mud.=20
Oskamp thinks environmentalists should use a = similar=20 approach to mobilize people to change their behavior.=20
"We need to convince people to unite in a war = against the=20 common enemy of an uninhabitable earth," says Oskamp, = a=20 psychology professor at Claremont Graduate University = in=20 California. "We need to all work together toward = common=20 goals."=20
California's recent electricity shortage offers a = perfect=20 example of this approach in action, says Oskamp. The = threat of=20 blackouts grabbed people's attention, he notes, and = the power=20 company provided concrete suggestions for reducing = energy=20 consumption.=20
"If you can present effective actions that can be = taken by=20 individuals, they're much more likely to respond than = if you=20 present them with the overwhelming problem of = preventing=20 global warming," he says.=20
But grabbing people's attention shouldn't mean = using=20 appeals that make them feel frightened or guilty, = warns Susan=20 D. Clayton, PhD, an associate professor of psychology = at the=20 College of Wooster in Wooster, Ohio.=20
"Those kinds of appeals tend to make people = resentful," she=20 explains. "They'll stop thinking about global warming = and=20 other threats to the environment because doing so = makes them=20 feel guilty about the ways they're contributing to the = problem."=20
Making people feel guilty also increases the = chances=20 they'll view environmentalists as "other" at best and = "enemy"=20 at worst, she says. Feeling blamed for environmental = problems=20 can lead people to feel so antagonistic they may = deliberately=20 do things that harm the environment, she adds.=20
Appealing to people's self-interest is a smarter = strategy,=20 Clayton argues. Her research explores whether the = value people=20 derive from their own emotional connection to nature = increases=20 the likelihood they'll engage in eco-friendly = behaviors. Her=20 preliminary data suggest it does.=20
"We should be reminding people that this is not an = us-them=20 kind of issue where environmentalists want you to do = something=20 that will lead to sacrifices to your own lifestyle," = she says,=20 noting that ranchers and farmers often combine = hostility=20 toward environmentalism and deep emotional attachment = to their=20 land. "It should be, 'Here's something that you can do = to=20 protect the things you value.'"=20
Raymond K. De Young, PhD, takes a similar approach. =
"If we begin the discussion by talking about how a=20 constrained, austere life is an ecological necessity, = people=20 are going to get an image of freezing in the dark," = says De=20 Young, an associate professor of environmental = psychology and=20 conservation behavior in the University of Michigan's = School=20 of Natural Resources and Environment. "They'll stop = listening.=20 People just don't resonate to that kind of = information."=20
What they do resonate to is a more positive = approach, says=20 De Young. Drawing on the tenets of positive = psychology, his=20 work focuses on the benefits people derive from = engaging in=20 what he calls environmental stewardship behaviors.=20
Instead of doom and gloom, he says, conservation = messages=20 should emphasize that a simpler life is not only more=20 environmentally sustainable but also helps individuals = restore=20 themselves mentally. Once life is less frenetic, says = De=20 Young, people will have more time to spend with their = families=20 and do things that matter to them. Appealing to these=20 intrinsic motivations will also produce more lasting = changes=20 than promoting a sense of urgency and crisis, De Young = is=20 convinced.=20
"It may very well be true that our future existence = will be=20 much more materially constrained than it is now," says = De=20 Young, who began his career as an engineer. "The way = to 'soft=20 land' there is to give it a positive spin."=20
It takes a village=20
Not all psychologists are convinced such appeals to = self-interest are the way to go. According to Doug=20 McKenzie-Mohr, PhD, there are many situations where = that=20 approach doesn't work. Neither do the informational = campaigns=20 that dominate the field.=20
He cites as just one example a study by = psychologist E.=20 Scott Geller, PhD, who found that a three-hour energy=20 conservation workshop increased homeowners' knowledge = but had=20 no effect on their behavior.=20
"We see mass marketers using information-based = programs to=20 promote the purchase of products and think we can use = the same=20 approach to bring about behavior change," says = McKenzie-Mohr,=20 a psychology professor at St. Thomas University in=20 Fredericton, Canada. "Selling products is much simpler = than=20 trying to get people to engage in environmentally = friendly=20 behaviors."=20
What's needed is a strategy that recognizes that = people=20 often face barriers that prevent them from doing the = right=20 thing. If there's no public transportation, for = instance, even=20 the most avid environmentalist may be forced to use a = car.=20
The community-based social marketing approach = McKenzie-Mohr=20 has developed--described in more detail on his Web = site at http://www.cbsm.com/--uses a=20 four-prong approach: identifying barriers, eliminating = those=20 barriers and amplifying the benefits of the desired = barriers,=20 piloting the program and evaluating it.=20
"This approach is more labor-intensive, takes = longer and is=20 more expensive," says McKenzie-Mohr. "It's also = dramatically=20 more likely to work."=20
Other psychologists point out that exclusive focus = on=20 individual behavior is short-sighted.=20
"By inclination, psychologists tend not to look at = external=20 constraints on behavior," says Paul C. Stern, PhD, = study=20 director of the National Research Council's Committee = on the=20 Human Dimensions of Global Change.=20
Psychologists also more apt to focus on behaviors = that are=20 familiar to them, he believes. These tend to be = frequently=20 repeated actions such as recycling. Less frequent = actions,=20 such as deciding where to live, are far more critical = in terms=20 of environmental sustainability.=20
More important, Stern notes, focusing only on the=20 individual overlooks the biggest culprit when it comes = to=20 environmental degradation: organizations. Although = individual=20 behavior is obviously important, targeting = organizations for=20 change would have a much bigger impact, says Stern. = (See related=20 article for what APA is doing to become a more = green=20 organization.)=20
In response to this misconception, Stern has = developed an=20 "environment-first" research strategy. His goal is to = persuade=20 researchers to begin their projects by thinking hard = about=20 which behaviors would make the biggest difference to = the=20 environment.=20
Indeed, many agree that taking a more global = approach to=20 environmental problems is the way to go.=20
"The answer to environmental problems is not for us = to turn=20 down our thermostats or buy cars with better mileage," = says=20 George S. Howard, PhD, a psychology professor at the=20 University of Notre Dame in Notre Dame, Ind. "The = answer is to=20 vote for politicians who are willing to enact = environmentally=20 friendly policies."=20
=20

Rebecca A. Clay is a writer in = Washington,=20 D.C.

FURTHER READING=20
=95 Gardner, G.T. & Stern, P.C. (1995). = Environmental=20 Problems and Human Behavior. Allyn & Bacon.=20
=95 Howard, G.S. (1997). Ecological Philosophy: = Creating a=20 More Earth-Friendly Human Nature. University of Notre = Dame=20 Press.=20
=95 McKenzie-Mohr, D. (1999). Fostering Sustainable = Behavior:=20 An Introduction to Community-Based Social Marketing. = New=20 Society.=20
To subscribe to a listserv devoted to conservation = and=20 psychology, send an e-mail to conserva= tion-psychology@listserver.itd.umich.edu.

We=20 all like the idea of being green--so what's the=20 problem?=20
Psychologists' research shows that most = Americans=20 have a strong appreciation for the environment. = Yet=20 these same people exhibit day-to-day actions = that=20 undermine the planet.=20
Why? According to USDA Forest Service = psychologist=20 Patricia L. Winter, PhD, it's a combination of = factors:=20
=95 Competing attitudes and values. The = typical light=20 bulb is a lot less expensive than longer = lasting,=20 environmentally friendly ones, but people often = buy the=20 cheaper item that allows them to save money = right away.=20
=95 Lack of awareness. "Sometimes people are = not aware=20 of what they are doing," she says. "They may be = simply=20 uninformed about what is harmful and what is = helpful to=20 the environment, or they could be acting out of = habit--a=20 serious driver of human action." To tackle this = problem,=20 environmentalists can pair education with cues = that=20 promote eco-friendly behavior--such as placing = stickers=20 on photocopiers reminding people to make = double-sided=20 copies.=20
=95 It takes too much effort. Sometimes = people want to=20 do the right thing, but the needed action is too = complex, says Winter. In research she conducted, = she=20 found that some people did not make double-sided = copies=20 because the machine was much more likely to = malfunction=20 if they did.=20
=95 A "someone-will-do-it-for-me" attitude. = "Some=20 people are so 'urbanized' that they begin to = rely on=20 institutions that oversee areas to take care of = them,"=20 says Winter. For example, some people don't = think they=20 need to pick up the litter that blew off the = picnic=20 table because park rangers will do it.=20
=95 Misperceptions about environmentalism. = Some people=20 consider those who engage in eco-friendly = behaviors are=20 "on the fringe" or overly zealous.=20
"Until positive feelings about the = environment=20 translate into true commitment to sustain = them...the gap=20 between where we are and where we need to be is=20 considerably vast," says Winter.

--S.=20 MARTIN

3D"Monitor

We=20 all like the idea of being green -- so what's the = problem?=20
Instead of doom and gloom, conservation = messages=20 should emphasize that a simpler life is not only more=20 environmentally sustainable but also helps individuals = restore=20 themselves mentally.Once life is less frenetic, people = will=20 have more time to spend with their families and do = things that=20 matter to them.

--=20 Raymond K. De Young
University of = Michigan

Cover=20 Page for this Issue=20

APA Home Page .=20 Search . Site Map=20 =

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