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Moments of Change’ as Opportunities for Influencing Behaviour - EV0506

This research project explored whether ‘moments of change’ – times in a person’s life where existing habits and behavioural patterns are disrupted – provide a significant opportunity to encourage the take-up of pro-environmental behaviours.
The project was conducted via a four-stage programme of work including a non-systematic but extensive literature review and a small number of interviews with practitioners working in areas related to ‘moments of change’. The project aims were to:
• Review relevant theoretical literature so as to develop a more nuanced understanding of why moments of change might serve as an effective intervention point;
• Explore the extent to which the moments of change hypothesis is supported by existing empirical evidence, about individuals’ responses to personal life changes and to wider socio-economic changes; and
• Consider the practical feasibility of intervening at moments of change so as to facilitate and encourage pro-environmental behaviours.
In particular, the project sought to understand:
• Do ‘moments of change’ provide opportunities to influence people’s behaviour and whether ‘moments of change’ can be an effective intervention point?
• Do some things work well and others less well in influencing behaviour at ‘moments of change’?
• Do ‘moments of change’ (the four life events of leaving home, having a first child, moving house, and retiring, and the wider societal event of macroeconomic flux such as the 2008/09 “credit crunch”) provide opportunities to enable more sustainable behaviour?
Project Documents
• FRP - Final Report : 'Moments of Change' as Opportunities for Influencing Behaviour   (1555k)
Time-Scale and Cost
From: 2009

To: 2009

Cost: £58,380
Contractor / Funded Organisations
New Economics Foundation
Behaviour change              
Social Research              
Fields of Study
Sustainable Consumption and Production