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A More Holistic Approach to Behaviour Change

  • Adam Corner
  • Jamie Clarke
Chapter

Abstract

Individual behaviours matter, but many early campaigns on energy and climate change trivialised the challenge by focusing on ‘simple and painless’ behaviours that had very little impact in terms of climate change. The principles of ‘social marketing’ and approaches such as the ‘nudge’ technique have grown in popularity. But while they are well suited to piecemeal behavioural changes, for a complex challenge like climate change, they are the wrong tools for the wrong job. To overcome the problem of ‘rebound effects’ and encourage ‘spillover’ between different behaviours, it is crucial to get beyond individual behaviours and engage at the level of values. The fourth principle is moving from ‘nudge’ to ‘think’ as a strategy for public engagement, promoting a sense of climate citizenship rather than following a prescriptive green lifestyle.

Keywords

Behaviours Social marketing Nudge Rebound Spillover Climate citizenship 

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Copyright information

© The Author(s) 2017

Authors and Affiliations

  • Adam Corner
    • 1
  • Jamie Clarke
    • 2
  1. 1.Climate OutreachOxfordUnited Kingdom
  2. 2.Climate OutreachOxfordUnited Kingdom

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