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Investigating motivations - focussing on specific segments and behaviours - EV0407

Using six identified pro-environmental behaviours, the research will explore the role of a limited number of motivations. In particular, the study will focus on the role of self identities, social identities and social norms in promoting or hindering the uptake of different pro-environmental behaviours.

The overall aim of the project is:

'To provide segment specific findings about key motivations for pro-environmental behaviours; and their potential for promoting pro-environmental behavioural change'.

The obectives of the research are:
1) To explore how identity, norms and related motivations contribute to pro-environmental behaviour by segment.
2) To explore how key motivators are constructed and understood by individuals, and operate in practice.
3) To understand these key motivations in relation to the influence of, and interaction with, other motivators and barriers.
4) To assess of the reactions of different segments to motivation-based messages about pro-environmental behaviours.
5) To develop recommendations about which motivations could be used as the basis of effective policy solutions and communication strategies by pro-environmental behaviour and segment.
Project Documents
• Final Report : Motivations for Pro-environmental Behaviour   (1035k)
Time-Scale and Cost
From: 2008

To: 2009

Cost: £110,000
Contractor / Funded Organisations
Dummy for Competitions, University - Surrey
Behaviour change              
Social Research              
Fields of Study
Sustainable Consumption and Production