Defra - Department for Environment, Food and Rural Affairs.

Science Search

Science and Research Projects

Return to Science Search homepage   Return to Project List

Pro-Environmental Behaviour: Risk, Innovation and Reward - EV02052

The principal aim of this research was to identify potential directions and options for research exploring innovation, demonstration and learning on ways to increase consumer take-up of sustainable consumption behaviours.

This research complements work undertaken by the Social Marketing Practice (reported as Innovative Approaches to Sustainable Consumption). This project focussed on understanding policy makers responses to innovation and challenging issues. Common objectives included:

• To develop recommendations from sound evidence on behaviour change, both thinking and practice, in SD and other fields;
• To include approaches and delivery models that are relatively untested so far in the UK, or in SCP;
• To take account of behaviour change innovation in other government backed programmes;
• To focus on the priority areas of homes, food, transport and tourism identified by the Sustainable Consumption Roundtable in I will if you will.
Time-Scale and Cost
From: 2007

To: 2007

Cost: £25,169
Contractor / Funded Organisations
Brook Lyndhurst
Behaviour change              
Social Research              
Fields of Study
Sustainable Consumption and Production