The Role of Behaviour Change in Reducing CO2 Emissions *
Abstract
This paper describes approaches to reducing energy use in transport, energy, water and waste. The differences between supply and demand management are clearly articulated and it is argued that the increasingly widely used method called ‘behaviour change’ is a separate approach. Furthermore the two different ways of implementing behaviour change projects are described – one top down (social marketing), and the other bottom up (an individual community development approach).
The community development approach is then described in detail showing how (particularly in transport, it focuses on the individual and household helping themselves to bring about changes that they want (ranging from saving time and money, through to keeping their children safe, getting to know people in the community, and even losing weight)! In achieving these goals, people and communities often also reduce kilometres and greenhouse gases.
Some of the most valuable outcomes of bottom-up approaches are the unexpected benefits. These range from building a community building a playground, to the creation of artworks, to the opening of a medical centre. The paper then puts these into perspective and describes why, although the exact outcome cannot be predicted, it is not unusual that a community of people that are able to shape their own lives are also likely to create a new environment for themselves and others.
Finally it is shown how one component of the community development approach (teaching people to deal with similar issues in the future) will become increasingly relevant in the areas of emissions reduction in water, energy and waste – as well as in transport.
Author
Liz Ampt
*Written while at Steer Davies Gleave, Adelaide