Essay on "Environmental Cues Shape Behavior"

Essay 4 pages (1262 words) Sources: 3

[EXCERPT] . . . .

How social norms influence behavior and beliefs about the environment

Social norms refer to the standards applied in making judgments about the appropriateness of our actions and behaviors. This approach is widely acknowledged that encouraging pro-environmental social norms visible is a vital part of promoting sustainable behavior and belief. In practical studies, providing individuals with proof of what other people around them are doing has demonstrated to have a remarkable impact on behavior and belief (Cormier, Nurius & Osborn, 2009). While appreciating the social norms including tested and tried methods of influencing behaviors, the effectiveness of this approach depends on the availability of positive norms in the first place. For most sustainable behaviors and beliefs, the challenge is not that positive social norms are not being highlighted, but that simply because these norms do not exist to promote a sustainable environment.

For instance, the use of car; it is unrealistic to imagine how a campaign geared to minimize the use of private car can harness the strength of social norms. This is in regards to how the vast majority of us constantly choose this mode of transport. Even when behaviors appealing to positive social norms are possible, they tend to be drowned by the persistent message torrent in support of unsustainable behaviors from the advertising sector.

Social norms are an integral infrastructure used to promote pro-environmental behavior and beliefs. However, deploying them has proven to be extremely complex than it may appear. Besides the struggle against the negative norms of sustainability favored in most advertising campaigns, hidden pitfalls are rampant that suggests the effect of social norm could backfire. Social norms are the best approach used to amplify the influence of existing beliefs and behaviors. However, they cannot generate good behaviors and beliefs on their own (Horowitz, 2007). Evidently, social norms strategies and direct engagement must be integrated for them to be effective. This process begins by creating the right norms. We can fully realize the power of social norms approaches (Ahmad & Prasad, 2012).

Possible solutions

There are different strategies for behavior change. Each approach focuses on a distinct set of behavioral determinants. This section recommends two possible strategies, which could be informational and structural.

Informational: Providing Information

This approach has a complex role in behavior change. Although information alone cannot encourage people to adopt new behaviors, it is obvious that lack of information could be a barrier to behavior change, and even a national culture. In some cases, national cultures might be used, but in some communities, a combination of cultures is likely to make media approach challenging (Ahmad & Prasad, 2012).

Structural: Utilizing Incentives and Creating Commitment

This approach focuses on activities that extract commitment from community members. This commitment is given either verbally or in writing to increase the chances of changing behavior. This approach is viewed as individual's basic desire to attain consistency between their statements and behaviors. If a person agrees to recycle because he/she is convinced that it is the right thing to engage in, then he/she is more likely to follow through the commitment (Horowitz, 2007). In most cultures, human beings prefer to believe that they tend to keep their word. Therefore, because of their commitment, they have high chances of matching their activities to their beliefs about recycling. In turn, this promotes a sustainable environment for interaction.

References

Ahmad, P. & Prasad, M. (2012). Environmental adaptations and stress tolerance of plants in the era of climate change. New York: Springer New York.

Cormier, L., Nurius, P., & Osborn, C.J. (2009). Interviewing and change strategies for helpers: Fundamental skills and cognitive behavioral interventions. Belmont, CA: Brooks/Cole Cengage Learning.

Horowitz, F.D. (2007). Exploring developmental theories:… READ MORE

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