Institute of Energy and Sustainable Development

Behaviour change communication: does it live up to its name?

Caroline Wilson

IESD PhD Conference,

Leicester, UK

21 May 2010

Institute of Energy and Sustainable Development

Abstract

• Communication frequently used but does it deliver?

• This study tracks effects of communication

• Finds: communication has a positive impact but not directly on behaviour change

• Concludes: Lessons for communicators and policymakers on what communications can and can’t do

Institute of Energy and Sustainable Development

Towards synthetic theory

• Stern’s four groups of variables affecting ‘environmentally significant behaviour’– attitudinal variables (such as norms and

values), – contextual variables (persuasion/pressure), – personal variables (abilities and time/money)– habits/routines.

(Stern, 2000)

Institute of Energy and Sustainable Development

Elaboration Likelihood Model

Sourcecredibility

Argumentquality

Involvement

Ability toprocess

Elaboration

predictor variables

outcome variable

Adapted from Petty & Caccioppo (1986)

Institute of Energy and Sustainable Development

Theory of Planned Behaviour

SubjectiveNorm

PerceivedBehavioural

Control

AttitudeBehavioural

IntentBehaviour

predictor variables

outcome variable

Adapted from Ajzen (2002)

Institute of Energy and Sustainable Development

Combined model – linkages?

Attitude

Subjective Norm

Intention

Perceived Control

Ability to Process

Argument Quality

Source Credibility

Involvement

Behaviour

Institute of Energy and Sustainable Development

Combined model – linkages?

Behaviour

Attitude

Subjective Norm

Intention

Perceived Control

Ability to Process

Argument Quality

Source Credibility

Involvement

Institute of Energy and Sustainable Development

Beta Sig.

ELM Argument Quality .036 .651

Source Credibility .170 .026

Involvement .258 .001

Ability to Process .170 .036

Coefficient (B) Beta Sig.

TPB Intention .454 .000

Subjective Norm .170 .007

Perceived Control -.033 .597

Attitude .150 .021

Institute of Energy and Sustainable Development

Coefficient (B) Sig.

ELM Source Credibility .121 .083

Involvement .097 .199

Ability to Process .075 .314

TPB Intention .332 .000

Subjective Norm .142 .024

Attitude .130 .030

Institute of Energy and Sustainable Development

MEDIATION

• TPB

• ELM • Behaviour

Based on Baron & Kenny (1986)

Institute of Energy and Sustainable Development

Subjective Norm

Involvement

Behaviour

Intention

Ability to Process

0.116

0.054

0.094

0.505

0.167

0.098

0.056

Institute of Energy and Sustainable Development

Involvement

Source Credibility

Behaviour

Ability to Process

Argument Quality

Intention

Attitude

Subjective Norm

Perceived Control

ELM variables TPB variables

Institute of Energy and Sustainable Development

Limitations

– not random sample– positive relationship isn’t cause and effect– intention could be teased out to a separate

step• But

– multiple settings (six) has tested combined theories across different communications activities

Institute of Energy and Sustainable Development

Commentary on results and implications

• Mediation explains ‘masking’ of the effect of communication variables

• Communication does not always have direct impact on behaviour

• Communication may need to be phased to move from one psychological stage to another

• Use causal chain to design communications• Use causal chain to evaluate communications