Conclusion on theories

Behaviour is a complex phenomenon and consists of many different factors, both internal to the individual as well as external. The widely used rational choice models do not take this into account sufficiently, and therefore, we have explored a few integrative theories on human behaviour. From this exploration, we conclude that an integrated approach is the most complete approach to study behaviour; habitual as well as investment behaviour.

Recent literature, however, while adopting both approaches, does not do this in a structured way. In particular, this literature often does not explore the relationships between internal factors and external constraints in any depth. If an integral model is chosen, the relationships between internal and external factors should be studied.

Furthermore, we conclude that the theory of Planned Behaviour is in one way or another, part of all integrated models. The theory of Planned Behaviour is not sufficient, but can be used as a starting point to make an analysis of internal or motivational factors (see the MOA-model). Some models take habitual behaviour into account. We also think it is necessary to give habitual behaviour special attention, especially since most energy behaviour is habitual behaviour. The interventions to influence this type of behaviour are, however, completely different from Planned Behaviour.

All models have a common starting point: determinants or factors that influence the behaviour must be established because they explain the behaviour. Therefore, we conclude that each time we want to influence behaviour, the internal and external determinants of that behaviour must be assessed. Of course, determining the moral, habitual and social motivations and situational conditions that affect specific behaviour is not an easy task, and can only be done if they are studied for the specific behaviour in the given situation.

Nonetheless, the broad understanding that consumer behaviour is motivated by these different components, when combined with detailed empirical studies of the strengths of specific relationships, can provide useful lessons for policy makers seeking to encourage pro-environmental behaviour. Pre-requisites for successful behaviour change initiatives include overcoming problems of consumer lock-in, unfreezing old habits and forming new ones, understanding the complexity of the social logic in which individual behaviour is embedded.

Policy interventions to influence behaviour so far have mainly taken two directions:

These approaches both stem from the rational choice models that assume people take conscious and rational decisions. This is not always the case, explaining, to a large extent, why these interventions have often not been successful. Therefore, a different approach is needed.

From the variety of factors we found in the models, we conclude that a model of consumer behaviour must have a multiplicity of different points of intervention, for example, through influencing the social and institutional conditions that affect moral choice and social identity, and through addressing the situational conditions associated with specific actions. Furthermore, attention needs to be paid to the cognitive processes of behavioural change. Of course, the complexities of such interventions also pose considerable problems and make considerable demands on policy makers.

This complexity, however, can be tackled by cutting the big problem into smaller pieces. The planning model described in the next section meets this challenge, and when properly used, can lead to a more effective approach to influence behaviour.