User Acceptance
One of the main complaints from policy makers and marketers working on sustainability issues or more specifically, the circular economy, is that people do not behave the way they are supposed to when it comes to sustainability. People do not recycle, they do not pay the price for more sustainable products, or they still ride their private car to work. The popular solution is to push more information forward or develope wide-spread awareness campaigns. However, no significant change happens.
Why is that?
Behavior is a complex phenomenon that does not depend on one or two factors. It is shaped by internal aspects and contextual elements. One of the most popular and robusts approach to understanding behavior comes from the Theory of Planned Behaviour. Following this approach, behavior is peformed if there is a positive intention to do it, which in turn depends on the following aspects that need to be considered:
Why is that?
Behavior is a complex phenomenon that does not depend on one or two factors. It is shaped by internal aspects and contextual elements. One of the most popular and robusts approach to understanding behavior comes from the Theory of Planned Behaviour. Following this approach, behavior is peformed if there is a positive intention to do it, which in turn depends on the following aspects that need to be considered:
Intention
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AttitudesIt is the evaluation the consumer does of the behavior they are considering to perform. Is it going to be a positive or a negative experience? It depends on the individual beliefs about such behavior, which in turn depend on their values.
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NormsThere are two types of norms in the TPB, injuctive and subjective. The first one refers to what the individual thinks society expects from them. It is about what they should do. Subjective perform relates to a more personal evaluation, depending on their closer inner circle.
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Perceived Behavioral ControlThis item refers to the difficulty level of performing the behavior perceived by the individual. Is it going to be easy to do what I want to do or not?
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