Influencing behaviour: The Doggy boxes pilot and ISM

Ylva HaglundPartnerships Project Manager Consumer Food Waste Prevention

The Doggy boxes pilot and ISM

• Zero Waste Scotland • The Doggy boxes pilot• ISM – key outcomes and

benefits

Zero Waste Scotland

Helping individuals, businesses, and local authorities reduce waste, recycle more, and use resources sustainably.• Services to businesses

• Local & national campaigns

• Voluntary waste reduction agreements

• Capital investment

• Research, training, best practice

Zero Waste Scotland

Communication & Engagement

‘to deliver communication activities that support and enable changes in behaviour among individuals, leading to actions that help achieve a zero waste, resource efficient Scotland’.

Resource Efficient Scotland

• Single integrated Scottish Government programme delivered by Zero Waste Scotland

• Advice & support on energy, water, raw materials and waste

• Services include online resources, tools and publications, workshops and on-site support

Caption here

The Doggy Boxes pilot

Context• Part of 10 Greener

behaviours

• Building on London initiative

• Household focus to date

• 53,500 tonnes food waste/ year

The Doggy Boxes pilot

Context• Costing the industry

£64 million a year

• CO2 equivalent emissions reduction by 150,000 tonnes

• Waste (Scotland) Regulations

• 74% in favour of being offered a ‘doggy bag’

The Doggy Boxes pilot

Aims• Increased use of

doggy boxes by Scottish consumers when eating out

• Reduction in food waste, and associated CO2 emissions, generated from plate waste in participating Scottish restaurants

• Up to 15 partners

• Covering a variety of restaurant formats and customer demographics

• If viable = future roll-out

ISM - benefits

• Consider all the factors involved• Identify barriers to behaviour

change • Generate new ideas• Informing project design• Format for involving external

experts

Components of the motivational system

Infrastructure

INDIVIDUAL

Values, Beliefs, Attitudes

Emotions

Agency

Skills

Costs & Benefits

Habit

Introducing ISM: Individual Factors

Weighing up perceived benefits vs

costs. Irrational rather than rational.

Feelings, ‘Hot’ Evaluations

Sense of Personal Control, ‘Self

Efficacy’/confidenceCompetences inc.‘Know How’ and

‘Know What’ Past Behaviour, Routine

Practices

ISM – key outcomes

INDIVIDUAL

• Costs & benefits: Decisions of what to do with the food (‘will the food be used?’, ‘am I going straight home?’ will determine take-up)

• Emotions: Eating out is an escape from normality

ISM – key outcomes

INDIVIDUAL

• Skills: Health & Safety considerations; using up leftovers

• Skills: Skill of restaurant staff to promote doggy boxes to customers

SOCIAL

MATERIAL

Norms

Roles & Identity

Opinion Leaders

Networks & Relationshi

ps

Meanings

InfrastructureObjects Technologies

Institutions

Rules & Regulatio

ns

Time & Schedules

Tastes

Introducing ISM: Social FactorsPersonae /

Repertoires;Sense of Self (&

Other)Sense of others’ conduct – observing

others & of their approval of our

behaviours

Preferences to signal ‘distinction’ and

belonging to different groups

Mechanisms influencing

group conduct – formal & informal

Culturally constructed

understandings

/’frames’(e.g. smoking

now vs in 1920s)

Connections, social

networks, social capital

Influencers, Authorities, Celebrities

ISM – key outcomes

SOCIAL

• Institutions: Restaurants making doggy boxes part of customer experience

• Roles & Identities: Who you are eating out with influencing behaviour

ISM – key outcomes

SOCIAL

• Meanings: Re-framing doggy boxes as something desirable, ‘another meal’, not food waste

• Different contexts - different meanings

• Cultural factors - ‘Mr Manners’

MATERIAL

Infrastructure ObjectsTechnologie

s

Rules & Regulatio

ns

Time & Schedules

Introducing ISM: Material Factors

‘Hard’ and ‘soft’

infrastructure as boundaries

Interaction with users,

generate and spread new behaviours

Things involved in practices, but can also ‘act back’

Formal vs implicit

Finite resource, also

institutionally set,

ISM – key outcomes

MATERIAL

• Rules & Regulations: Food Standard Agency advice

• Objects: Design of box / bags; impact of possible displacement of waste from the restaurant to household

Ideas to take forward

• Name of initiative - name as potential barrier

• Language is central - positive messages at all times

• Further advice / recipes about treatment of food, what to do once home

www.zerowastescotland.org.ukylva.haglund@zerowastescotland.org.uk