Environmental psychology seeks to explore how human behavior
affects the environment negatively and positively. This paper will explore how human behavior
affects the environment by explaining how environmental cues shape behavior and
also evaluating how behavior can be modified to support sustainability and how
this can limit a negative impact on the environment. I will also discuss how social norms
influence behaviors and beliefs about the environment and I will identify at least
two possible solutions that could successfully change behavior and habits in
order to lessen negative environmental impact.
Environmental Cues
Cues are defined as “elements in the environment that convey
important information or trigger an affective reaction” (Steg, 2013 p.120). Cues are a very important aspect in how the environment
influences behavior because they prompt individuals to do something in relation
to the environment that they are exposed to rather than something they are told
to do. A classic example of an
environmental cue that has influence on human behavior is litter. Litter is the
result of individuals disposing of their trash improperly in an unacceptable
location such as on the ground in public. “Littering is influenced by environmental
cues” (Cronin & Brandolph, 2008) and can affect the environment negatively
or positively depending on the current state of the environment. For example, in many urban areas there are
certain locations where trash is piled up and individuals that frequent those
areas may tend to add to the trash by dumping their own and that is human
behavior negatively affecting the environment.
The presence of trash and graffiti can be seen as the norm in many areas
because the individuals living in that area have become so accustomed to seeing
the trash pile up and graffiti that they have no idea of how it is affecting
the environment and that is why they do not make any effort in trying to clean
it up. The act of littering can affect
human behavior in a positive manner in some instances when individuals are
exposed to neighborhoods “that are cleaned up and people know that’s not a
place to litter” (Cronin & Brandolph, 2008). Individuals that take pride in the community
that they live in will be more than likely prone to cleaning up litter no
matter where they are which can send positive messages to others encouraging
them to participate in cleaning up the environment.
Modifying Behavior to Support Sustainability
According the Environmental Protection Agency “sustainability is
based on a simple principle: Everything that we need for our survival and
well-being depends, either directly or indirectly, on our natural environment”
(Environmental Protection Agency, 2014).
Sustainability establishes and supports
“the conditions under which humans and nature can exist in productive harmony,
that permit fulfilling the social, economic and other requirements of present
and future generations” (Environmental Protection Agency, 2014). Normal human behavior that has been learned
can be modified to support sustainability through operant conditioning which is
“the modification of behavior through the management of the consequences”
(Behavior modification, 2009). Behavior modification through operant
conditioning can limit a negative impact on the environment because “behavior
is strengthened when it is followed by a reward and weakened when followed by
something aversive” (Behavior modification, 2009). Littering is a serious offense and if caught
by law enforcement you could face fines and possible imprisonment. When the laws are enforced human behavior is
modified because individuals seek to avoid punishment. Other behaviors that have been learned can be
modified to support sustainability such as doing certain things to conserve
energy like turning off lights when no one is occupying the space as well as
unplugging appliances that are not being used.
Conserving energy benefits the environment as well as the individual
because the cost of energy usage will decrease.
Social Norms Influence on Behavior and Beliefs
Social norm can be defined as “an informal rule regarding social
behavior” ("Social norm," 2009). Social norms vary between cultures
and have changed with the times whereas a certain behavior that was once
accepted may not be accepted now for various reasons. Cigarette smoking is an example of a social
norm that was accepted for years, however in recent times research has been
conducted to uncover the many health problems that have been linked to
cigarette smoking. Uncovering the health
risk of smoking cigarettes have prompted campaigns to encourage individuals to
quit as well as smoking has been banned in many public places such as
restaurants and bars. Social norms influence
human behavior and beliefs about the environment because they encourage
conformity to what is considered normal in relation to the environment. Social norms in relation to the environment
exist when individuals “obey the norm voluntarily if their individual goals are
in line with the normatively required behavior, or they might be forced to obey
the norm because their individual goals differ from the normatively required
behavior, in which case the enforcement of the norm presupposes the norm
violations are punished” (Fehr & Fischbacher, 2004). Recycling is an example of a social norm that
has influenced human behaviors and beliefs in a positive manner about the
environment because recycling is a pro-environmental behavior and when performed
it encourages individuals to be more proactive in taking care of the
environment.
Solutions That Could Successfully Change Behavior and Habits
Recycling is an example of a social norm that influence behavior
and beliefs about the environment in a positive manner as well as I believe
that it is a solution that could successfully change behavior and habits in
order to lessen negative environmental impact.
Recycling “is an activity that aims to transform used consumer products
and packaging into new products rather than disposing them of in landfills or by
other means” (Sheley, 2011). When
individuals recycle the community and environment benefit because recycling
“reduces the amount of waste sent to landfills and incinerators; conserve
natural resources such as timber, water, and minerals, prevent pollution by
reducing the need to collect new raw materials; saves energy; reduces
greenhouse gas emissions that contribute to global climate change; helps
sustain the environment for future generations; and helps create new
well-paying jobs in the recycling and manufacturing industries in the United
States” (United States Environmental Protection Agency, 2014).
Another possible solution that could successfully change behavior
and habits in order to lessen negative environmental impact is the going green
initiative. Recycling is a part of the
going green movement; however it has its separate entity. The going green movement “refers to the
process of selling products and/or services based on their environmental
benefits” (Bhatt & Sharma, 2012).
The products that are developed in the going green movement are designed
to be environmentally friendly, which means that their characteristics must be
“originally grown, recyclable, reusable and biodegradable, made from natural
ingredients, contain recycled contents, non-toxic chemical, contents under
approved chemical, do not harm or pollute the environment, will not be tested
on animals, and have eco-friendly packaging” (Bhatt & Sharma, 2012).
Conclusion
Human behavior can affect the environment in a negative or positive
manner. Environmental cues shape
behavior in relation to what is considered the norm in any given
situation. Operant conditioning is a
method of behavior modification that can be used to support sustainability
because it reinforces rewards and consequences for certain behaviors. Social norms influence behaviors and beliefs
about the environment because people are more than likely to conform to the
norm in their environment so if pro-environment actions are being practiced
people who copy those same behaviors.
Recycling and going green are two possible solutions that could
successfully change behavior and habits in order to lessen negative
environmental impact because they encourage reusing products that would
otherwise just take up space in landfills and the use of environmental friendly
products that are designed to eliminate hazards. Both recycling and going green initiative can
modify behavior through social marketing, which is a guaranteed method of
promoting these solutions.
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