ABSTRACT
Demand for materials is increasing, along with the environmental damage associated with material extraction, processing transport and waste management. While many people state they recycle at home, adoption of sustainable waste practices in the workplace and other contexts (particularly, on holiday) is often lower. Understanding how to promote more sustainable behaviors (including, but also going beyond, recycling) across a range of contexts remains a key challenge for policy-makers and researchers. The Theory of Planned Behavior (TPB) has been applied to a range of environmentally-friendly behaviors but the relative importance of the model's predictors has not yet been explored across a range of contexts. Here, we test the TPB across workplace (laboratory and office), home and holiday contexts, and examine whether consistency across contexts is a function of pro-environmental identity. Following ten semi-structured interviews, we undertook an online survey with laboratory workers (primarily in the UK; N = 213) to examine the predictors of recycling and waste reduction habits across these contexts. Interview findings indicate a range of motivations and barriers to recycling in the workplace, and inconsistency across home and work behaviors. Expanding the focus to include holiday as well as workplace and home contexts, our survey analysis shows that the proportion of waste recycled in the home is higher (67%) than in the workplace (39%) and on holiday (38%). Further, the TPB explained around twice as much variance in home recycling compared to work or holiday recycling; but overall did not provide a good explanation for recycling. The study highlights the importance of both contextual (e.g., facilities) and individual (e.g., identity) factors in shaping waste behaviors. We find significant correlations amongst different waste reduction behaviors within and between contexts, though within-context (e.g., home) behaviors are generally more strongly related. Future research should move beyond the TPB to expand the range of contextual (e.g., organizational) factors explored in contexts beyond the home, including workplace and holiday contexts. Given the different drivers-of and barriers-to waste reduction within and between contexts, a range of interventions will be required to promote recycling, reduction and reuse behaviors across these contexts.
ABSTRACT
Recent work has suggested that our cognitive biases and moral psychology may pose significant barriers to tackling climate change. Here, we report evidence that through status and group-based social influence processes, and our moral sense of justice, it may be possible to employ such characteristics of the human mind in efforts to engender pro-environmental action. We draw on applied work demonstrating the efficacy of social modeling techniques in order to examine the indirect effects of social model status and group membership (through perceptions of efficacy, pro-environmental social identity and moral judgments of how fair it is for individuals to perform particular pro-environmental actions) on pro-environmental action tendencies. We find evidence that high- (vs. low-) status models increase pro-environmental action, in part, through making such actions seem morally fairer to undertake. This effect of high-status models only occurs when they share a meaningful ingroup membership with the target of influence. Further, we find evidence that this conditional effect of high-status models may also have a direct impact on action tendencies. While the exact behaviors that are influenced may vary across student and non-student samples, we argue that a focus on the "justice pathway" to action and the social-cognitive features of models may offer a good opportunity for cognitive and behavioral scientists to integrate insights from basic research with those stemming from more applied research efforts.
