Be rational...... Get Real!

Having discussed the 2 theoretical approaches to Sustainable Consumption, the few weeks following were spent discussing the 3 (broad) theories behind what drives consumption behaviour and thus ways to intervene to adapt to pro environmental behaviours.

*None of these theories are right or wrong and cannot be used all together. Instead efforts must be made to appraise ways in which the theories can work alongside each other towards the same goal of sustainability*

- Rational Choice Approach -

Individuals, self interested, utility maximisers, performing mini cost-benefits for every decision.

for rational decisions to be made consumers require;

  + Correct pricing, internalising externalities

  + Options

  + A Goal

  + Sufficient information

However, RCT is critisced by the Value-Action Gap, the thought that increased awareness doesn't necessarily equal a change in behaviour, and the NEF 7 Principle 'Extras' said to influence behaviours.

Is information and price enough? does everything begin with the individual? can we consume our way out of over consumption???

- Social Pscyhological Approach -

Adjusted RC to include the influence of subjective norms on behaviour (Theory of Reasoned Action) and the influence of percieved ability to behave (Theory of Planned Behaviour).

& so the process went, ever evolving and ever more complicated, still leaving the value-action gap unanswered, making the model increasingly difficult to apply.

What about consumption to meet needs? an inital approach put forward by Maslow, Max Neef and the Needs-opportunity-ability Model (amongst others) suggesting our consumption behaviour can be explained by our want to fulfill our needs.

This was furthered by the 'Higher' needs approaches arguing we consume to produce self identity and status and are locked in by our social circles.

In response to these theories grew the importance of Social Marketing Campaigns in attempts to adapt currently unsustainable behaviour; the idea of making SC a lifestyle choice/need. DEFRA, realising different people face different barriers to altering their consumption behaviour, proposed the UK is made up of 7 population segments and with 12 headline behaviours to adapt - suggest 84 specific interventions through social marketing to engage all consumers!!?!?!?! This is still yet to be seen.......!

In conclusion, social psychological approaches, using clever communications and further being more sensitive to context, ultiamately still focus on continued consumption based on adapting linear individual actions.

- Structural & Practice Theory -

So.... most recently..... the focus has shifted from individual decisionmaking being the ultimate control on consumption behaviour to 'flip the pyramid' putting broader infrastructure and social influences above all.

Both of the theories above are based on the ABC Model (Shove, 2010) saying a change in Attitude will lead to a change in Behaviour and therefore Choice to consume more sustainably, but Practice Theory labels this as being too narrow and an incomplete view of why we consume as we do.

Practices, the socially and culturally accepted things we 'do', are determined ultimately by the individuals involved (as carriers of a particular practice) and the infrstructure it lies within.

The 'stuff' 'self' and 'ability' to consume as we do, are not causily related and having all 3 present doesn't necessarily lead to a behavioural change. Changing consumption behaviour therefore should focus upon the individual elements of practice and how they integrate to form behaviour and the ways in which structure can be altered to lead to change.

This is all pretty groundbreaking stuff and as such more research is required into the ways we can adapt practice and structure in order to achieve more sustainable consumption behaviours.

Despite this last option being the most complex, it has more potential to change actual behaviour and would explain the shortcomings of previous policies and initiatives based on the 2 theoretical approaches above.