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The SHIFT Framework:
Changing Sustainable Consumer Behaviors for Good
Consumer Behavior and Sustainability
 How many Earth’s do we need?
 Challenges to encouraging
sustainable consumer behaviours
The SHIFT framework: Changing Sustainable Consumer Behaviors for Good
ocial Influence
 Social Norms
 Social Desirability
 Social Group Memberships
S
A) Social Norms:
Socially driven informal rules
that guide behaviour
Many unsustainable behaviors
are the norm!
Consumer Energy Conservation Example
1207 households in California
Information only
Descriptive norm
Environmental
Self-benefit
Social responsibility
Delivered on door hangers to households for 4 weeks
Meter readings of electricity consumption Schultz et al. 2003
12
12.2
12.4
12.6
12.8
13
13.2
13.4
13.6
13.8
14
14.2
Daily Household Energy Consumption
AverageKilowattHoursConsumed
perDay
Self-interest
Social Responsibility
Descriptive Norms
Environmental
Information Only
Average Daily Household Energy Consumption
B) Social Desirability
Increase social desirability
Highlight public settings
Ask for public commitments
Associate Sustainable Actions with Aspirational
Individuals
Highlight Public Contexts
Green and Peloza (2014)
Public vs. Private
Purchase intentions
Vehicle Purchase Intentions
0
1
2
3
4
5
6
Public Private
Self-Benefit Enviro-Benefit
C) Social Group Memberships
• Membership
• Aspirational
• Dissociative
Social Groups Example: Don’t Mess with Texas
Dissociative Groups Example
Research assistant posing as coffee shop
employee offers students a free sample of
a coffee product in a compostable cup
Manipulation of Reference Group
Membership Group Dissociative GroupControl Group
White and Simpson 2013
Reference Group Manipulation
“We are trying to encourage students to compost
because of a new initiative on campus. Recently, a
survey was conducted and it found that Business
Students (Computing Science) students are the most
effective in composting efforts when comparing
across the student groups.”
Percent Composting Their Cup
0%
5%
10%
15%
20%
25%
30%
Reference Group Type
Membership Group
Control Group
Dissociative Group
Implications:
abit
Many existing habits are less sustainable
Break bad habits
Form new positive habits
H
A) Breaking Bad Habits: Discontinuity
Breaking Bad Habits: Penalties
B) Forming Positive Habits
 Make it easy
Defaults…
 Give Feedback
Forming Positive Habits
 Offer incentives
 Use prompts
ndividual Self
 Appeal to self-values
 Appeal to self-interest
 Self-efficacy
 Self-concept
 Self-consistency
I
Appealing to Self-Values
Appealing to Self-Values
Appealing to Self-Interest
by Breaking Down Barriers…
Self-Efficacy
Ability Efficacy: I can engage in the
action
Outcome Efficacy: I am confident
that my actions will have an impact
Self-Concept
 Psychological motive to view the self positively
 Men perceive sustainability as being a
“feminine” attribute and will avoid eco-friendly
options (Brough et al. 2016)
The SHIFT framework: Changing Sustainable Consumer Behaviors for Good
Self-Consistency and Commitment
Capitalize on commitment and consistency
Once a person commits to something, they
are more likely to continue with the positive
action
Public and durable commitments!
McKenzie-Mohr 2011
When Consistency Backfires
 Slacktivism: small token public acts towards a cause
don’t increase subsequent positive actions
 This about how the cause connects to values
 Ask for real commitments, not just symbolic displays
Kristofferson, White, and Peloza 2016
F eelings
Negative emotional Appeals
Fear and guilt
When do negative emotions
work best?
Too much?
The SHIFT framework: Changing Sustainable Consumer Behaviors for Good
Positive emotions
Positive emotions
Hope  efficacy
Make it fun!
T angibility
The challenge of sustainable actions:
Psychologically distant
Abstract, distant, vague, for others…
Behaviours with uncertain pay-offs
Make it Tangible: Verify Sustainable Attributes
Bring it to life
Make it Concrete
“If everyone in New York City were
to wash their laundry in cold water
for ONE DAY this would be enough
electricity to light up the empire
state building for one month”
Use Analogies…
Use Comparisons…
Make impacts clear and local
The SHIFT framework: Changing Sustainable Consumer Behaviors for Good
Case Example: Grasscycling In Calgary
The context of grasscycling
What exactly do we want to influence?
Case Example: Grasscycling In Calgary
Needed to focus on homeowners who had
lawns, especially in suburban areas
Case Example: Grasscycling In Calgary
Injunctive Norms
• Norms that reflect what others think should be done
Descriptive Norms
• Norms that describe what other people are doing
Self-Benefits
• What is in it for me?
Self-Benefits
● Think about the benefits for you as an individual if you
grasscycle…Think of the time you can save on your yard work.
Descriptive Norms
● Your neighbors are grasscycling…Join others in your community in
grasscycling this spring and summer.
Injunctive Norms
● Your neighbors want you to grasscycle… Grasscycling is something
you should do for your community.
Social influence and Individual Self
Individual Self
• “you as an individual…”
• “you can make a difference”
Collective Self
• “we as a community”
• “we can make a difference”
Method
Part A: In conjunction with City employees, grasscycling
activities for 696 households were recorded for a period of
three weeks.
Part C: Grasscycling activities recorded
for a period of three weeks.
Part B: Appeals delivered on door hangers to each household. Varied
Level of Self (individual vs. collective) and
Appeal Type (self-benefit vs. descriptive norm vs. injunctive norm.
Grass Disposal Difference Scores (T1-T2)
-0.495
-0.257
-0.473
-0.392
-0.445
-0.472
-0.25
-0.6 -0.5 -0.4 -0.3 -0.2 -0.1 0
Individual/Benefit
Individual/Injunctive
Individual/Descriptive
Collective/Benefit
Collective/Injunctive
Collective/Descriptive
Control
**
Grass Disposal Difference Scores (T1-T2)
-0.495
-0.257
-0.473
-0.392
-0.445
-0.472
-0.25
-0.6 -0.5 -0.4 -0.3 -0.2 -0.1 0
Individual/Benefit
Individual/Injunctive
Individual/Descriptive
Collective/Benefit
Collective/Injunctive
Collective/Descriptive
Control
**
 City of Calgary implemented descriptive norms/ collective self messaging
 Remember that one concept or tool does not work “best”
 Consider goals, the behavior, context, target market, barriers and benefits
 Don’t be afraid to combine tools if it is appropriate your case!
Thank You!

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The SHIFT framework: Changing Sustainable Consumer Behaviors for Good

Notes de l'éditeur

  1. instructing those in the private condition that their responses would be anonymous and confidential. Participants were provided a sealed envelope to return their completed surveys. In addition, the instructions on the paper-and-pen questionnaire completed for the experiment reminded the participants that all responses would remain anonymous and confidential. Participants in the public condition were asked to complete the surveys individually before informal discussions in small groups of six to eight people were to take place to replicate a focus group setting. T
  2. 7-point scales
  3. www.dontmesswithtexas.org/the-campaign/30-years/
  4. At a coffee shop frequented by business students Reference group: membership group vs. dissociative outgroup vs. control Pretest: Computing science students are viewed as a dissociative group and business students are viewed as a membership group DV: Unobtrusive observer recorded whether or not participants disposed of their cup in the composting receptacle
  5. )
  6. Habits form slowly over time through repeated action. They are then likely to recur automatically without much conscious control or effort in stable contexts, such as the same location or time of day (Verplanken and Aarts 1999). Well, the One-o-One Travel Mug (conceived by Hangar Design) for Taiwanese brand Acera treads this contemporary design path, with its commemorative depiction of Taipei’s renowned skyline dotted with skyscrapers. The prefix ‘One-o-One’ comes from Taipei 101’s acronym, which held the record title for the world’s tallest building for many years, before the advent of Burj Khalifa. More interestingly, the Taipei 101 is also the world’s tallest green building with its rare LEED Platinum certification. If the context in which habits arise and/or are carried out breaks or becomes unstable, it is more difficult for people to automatically carry out behaviours. Thus a changed context can promote the use of conscious decision making and set up more ideal conditions for people to change their existing habits. Previous studies have shown that during big life changes (i.e., when contexts are less likely to be stable), people are more likely to increase their eco-friendly behaviours (Bamberg 2006; Thøgersen 2012; Verplanken et al. 2008; Walker, Thomas, and Verplanken 2015). In one study, half of the 800 participating households had recently relocated and were matched on household size, home ownership, recycling facilities, and access to public transport with households that had not recently moved. The study first determined a baseline for sustainable habits through a survey. Half the participants were then given the intervention, which consisted of an interview, a selection of sustainable items, information, and a newsletter. The researchers found that people who had moved within the last three months were more likely to pick up more environmentally friendly behaviours after the intervention (Verplanken and Roy 2016). Although informational campaigns have found it difficult to change strong habits, combining them with context changes can greatly improve effectiveness.
  7. Ask people to change their habits during context shifts. Big moves such as house relocation, starting a new job, etc., are a good time to try to get people to start new habits.
  8. Consider using penalties only if you can monitor and enforce the program. If you use penalties, don’t use penalties that are considered to be extreme or unfair.
  9. Tool #1: Make It Easy Make the sustainable behaviour less costly, less effortful, or easier to do. Set green behaviours and options to be the default choice. Tool #2: Incentives Provide non-monetary incentives such as gifts or tokens and/or large monetary incentives such as the chance to win prize money. Be careful when giving monetary incentives because this can backfire if the savings are small and can discourage altruistic motives. Tool #3: Prompts Use prompts to remind people to engage in the desired sustainable consumer behavior. Ensure that prompts are noticeable, clear, and in close proximity to where the actual behavior will be carried out. Tool #4: Feedback Give frequent and regular feedback over a long time. Present the feedback clearly and appealingly. Provide individualized real-time feedback when possible rather than comparative peer feedback when in a non-group setting.
  10. Tool #1: Make It Easy Make the sustainable behaviour less costly, less effortful, or easier to do. Set green behaviours and options to be the default choice. Tool #2: Incentives Provide non-monetary incentives such as gifts or tokens and/or large monetary incentives such as the chance to win prize money. Be careful when giving monetary incentives because this can backfire if the savings are small and can discourage altruistic motives. Tool #3: Prompts Use prompts to remind people to engage in the desired sustainable consumer behavior. Ensure that prompts are noticeable, clear, and in close proximity to where the actual behavior will be carried out. Tool #4: Feedback Give frequent and regular feedback over a long time. Present the feedback clearly and appealingly. Provide individualized real-time feedback when possible rather than comparative peer feedback when in a non-group setting.
  11. include beliefs that sustainable attributes diminish other attributes that are important to the self, such as functionality (Lin and Chang 2013; Luchs et al. 2010; Newman, Gorlin, and Dhar 2014), aesthetics (Luchs and Kumar 2017), effort (Johnstone and Tan 2015), or affordability (Hugner et al. 2007).
  12. Use third party labelling to verify “credence” qualities Makes it seem transparent, credible, and trustworthy
  13. If everyone in New York City were to wash their laundry in cold water for ONE DAY this would be enough electricity to light up the empire state building for one month!!!
  14. 155 miles of driving is the same as eating 2.2 lbs of beef!!!!