Sustainability and “green-thinking” are staple topics in social media hashtags and the shock-value news headlines networks use when politicians and celebrity shenanigans are lukewarm for the week. The environmental crises we face today, such as climate change are largely interlinked due to their anthropogenic causes. Among individuals who engage with social media platforms, Gen Z and Millennials are encountering a greater volume of climate change-related content online. While this demonstrates more communication about these issues is occurring, the majority express the belief that various stakeholders, both in the public and private sectors, are failing to take sufficient measures to mitigate and reduce climate impacts (Nadeem, 2023). The only way to address and resolve them is through the intervention of changing human behavior, but human behavior isn’t always quick to change (Murray et al., 2015) With Earth’s clock ticking how can we expedite this process?
Psychological research can enhance the effectiveness of policies aimed at promoting resource conservation and ecosystem protection. Fundamental aspects of psychological science include its exploration of human behavior and decision-making. By researching motivations, biases, and cognitive processes we gain a deeper understanding of the human actions that are the core of environmental issues, such as resource consumption and waste production. Research pertaining to social influences on environmental protection has shown that disseminating information alone is insufficient to induce behavioral change (Clayton et al., 2013). It will not be enough to simply create ad campaigns and infographics to educate; environmental messages must be framed to align with people’s values and identities, in addition to tapping into social influences and norms, which can enhance their willingness to engage in eco-friendly behaviors.
Steck and Vleck (2009) outline four steps to changing behaviors for environmental benefit: 1.) Choose a specific behavior to change; 2). Examine the behavior’s underlying factors ; 3.) Design and implement an intervention; 4.) Evaluate the intervention. The theory of planned behavior suggests that attitudes, subjective norms, and perceived behavioral control influence an individual’s intention to engage in a specific behavior. Applying this theory to environmental conservation, barriers can be identified and motivators that influence people’s decisions regarding actions like recycling, reducing energy consumption, or supporting eco-friendly policies (2013). For example, providing individuals with feedback on their energy consumption or conservation efforts can motivate them to make further improvements. Additionally, well-designed incentives, such as tax credits for eco-friendly choices or rewards for conservation achievements, can also drive positive environmental actions (2013).
The role and significance of human behaviors and responses in the context of environmental preservation cannot be understated or overlooked. There are ample opportunities for the collaboration of conservation professionals and psychologists to work together to proactively address pressing environmental challenges. The Digital Age has given us the ability to reach wider audiences than ever before and with the right strategies its positive effects on the environment can be maximized for a new “green awakening.”
Citations
Clayton, S., Litchfield, C., & Geller, E. S. (2013). Psychological science, conservation, and environmental sustainability. Frontiers in Ecology and the Environment, 11(7), 377–382. https://doi.org/10.1890/120351
Murray, J., Remes, P., Ilboudo, R., Belem, M., Salouka, S., Snell, W., Wood, C. E., Lavoie, M., Deboise, L., & Head, R. (2015). The Saturation + Approach to Behavior Change: Case Study of a Child Survival Radio Campaign in Burkina Faso. Global Health, Science and Practice, 3(4), 544–556. https://doi.org/10.9745/ghsp-d-15-00049
Nadeem, R. (2023, May 22). Gen Z, millennials stand out for climate change activism, social media engagement with issue | Pew Research Center. Pew Research Center Science & Society. Retrieved September 12, 2023, from https://www.pewresearch.org/science/2021/05/26/gen-z-millennials-stand-out-for-climate-change-activism-social-media-engagement-with-issue/
Steg, L., & Vlek, C. (2009). Encouraging pro-environmental behavior: An integrative review and research agenda. Journal of Environmental Psychology, 29(3), 309-317.