How Psychological Principles Can Be Used to Solve Environmental Problems - Report Example

RUNNING HEAD: PSYCHOLOGICAL PRINCIPLES Psychological Principles Name: PSYC315 Institution: Date: Word count: 3000 Abstract This report examines an applied project as a case study example of how psychological principles can be used to solve environmental problems. The problem identified in the report is vending ticket littering which is both a local and global problem in urban centres. The report analyses the nature of the problem and explains the psychological factors underlying the problem of vending ticket litter. the report then proposes electronic receipting as an intervention program to address the problem and justifies the intervention using the behavioural, cognitive and social psychological approaches and norm activation theory. The report then outlines an evaluation plan for the intervention, highlighting some of the limitations and how they might be overcome if the intervention was to be administered again. Introduction Nature of the Problem Littering is a persistent environmental problem in many urban centres and poses significant challenges for municipal authorities globally. Litter refers to any solid waste object that can be held in a person’s hand which is disposed or left behind inappropriately. Regardless of when and where it occurs, littering has several undesirable and adverse environmental consequences. Litter makes living and working spaces look unpleasant, attracting even more litter. Litter also pollutes water sources when it is dropped in streets and finds its way to waterways through the stormwater system. Therefore, it poses health risks to marine life when ingested. Litter also has significant economic costs as municipal councils spend millions annually to clean up litter. For example, Victorian councils spent over $50 million annually in 2004 just to clean up litter through sweeping, emptying and servicing litter bins and litter traps. One of the most common sources of litter both domestically and globally is paper litter. According to the Victorian Litter Action Alliance (2006), paper is the third most commonly littered item in Australia behind cigarette butts and plastics. A significant proportion of this paper litter is in the form of vending tickets from automated teller (ATM) machines, supermarket tickets, mobile airtime vouchers and public transport tickets. A significant proportion of shoppers from supermarkets and passengers who have alighted from public transport often toss their receipts and tickets onto roadsides where they find their way into the drainage system or simply drop them as they walk home or to work. Besides market sites and smoking areas, public transport sites are some of the most commonly littered areas (Victorian Litter Action Alliance). It is not uncommon globally to find crumpled or folded supermarket receipts and bus tickets lying next to litter bins at bus and train stations or in the vicinity of shopping centres or as part of the litter clogging drainage pipes when it is washed into urban waterways. Psychological Factors underlying Littering There are several individual and system level psychological factors that underlie the problem of littering and in particular the problem of littering associated with disposal of vending tickets. The main individual level factors include attitudes, motivation, incentive, values and knowledge levels. At the system level, the main factors include behaviour contexts, incentives, norms, consumption patterns, compliance mechanisms and legislation (Clayton and Brook 2005). Individual Factors Attitudes One of the most important individual factors underlying littering or which can explain why people litter is their attitudes towards littering. Litterers do not consider littering as a significant environmental concern and therefore do not have a negative attitude towards littering. People with negative attitudes towards littering are also less likely to participate voluntarily in littering as compared to people who do not (Stern 2000). They are more likely to keep their vending tickets in their pockets or purses and dispose them properly when they get to home, school or places of work and avoid disposing vending them in public places. Values Values are also another important factor underlying environmental problems such as littering. An individual’s value system is a significant predictor of whether they are more likely to make the extra effort to properly dispose vending tickets or whether they will simply litter them. Individuals with “pro-social” or communal value orientations view themselves as custodians of the environment and are more environmentally sensitive and responsible, viewing humans as an integral part of the natural environment that benefit from it with an obligation to conserve and protect it (Stern and Dietz 1994). On the other hand, individualistic and competitive value orientations do not foster environmental concerns and are more likely to contribute towards littering as litterers pursue their own individual advantage- convenience. Motivation and Incentive Other psychological factors that can explain why people litter vending tickets are motivation and Incentive. People who participate in littering vending tickets may do so because disposing them by simply throwing them whenever it is convenient is easy, comfortable and rewarding as opposed to carrying them until they find an appropriate way to dispose them such as a litter bin or garbage disposal (Victorian Action Litter Alliance 2006). Since vending tickets are also small and do not appear to constitute a significant pollutant to those who litter, there is also an incentive to simply dispose them around the shopping centres where they assume they will be cleaned up by local authorities or the businesses that issue them. Knowledge Levels According to the NSW Environment Protection Authority, some litterers can be classified as either ignorant or wilfully ignorant. Ignorant litterers are those who are simply unaware of the environmental impact of improper disposal of vending tickets. They are simply unaware of the link between their littering behaviour and the impact on the environment. On the other hand, wilfully ignorant litterers are aware that littering vending tickets is wrong but tend to litter in a context (Victorian Action Litter Alliance 2006). For example, they consider it acceptable to litter in urban areas but not in the bush or on the beach. Social Level Factors Behaviour Contexts A common factor underlying littering is the behaviour context. The reason why most people litter around bus and train stations or in shopping centres can be explained by the setting and the behaviour of others in that situation. For example, if litter bins are situated far from the exits of supermarkets, ATM machines or from terminals as passengers disembark public transport, they are more likely to dispose the tickets where they deem most convenient (Schultz et al 2011). Litterers are also unlikely to litter clean and well maintained areas but more likely to litter in already littered spaces. The presence of other litterers also encourages and validates such behaviour. Incentives Littering vending tickets can also be determined by the incentives or disincentives in place to litter. Closely associated with values, littering behaviour can be supported or discouraged by social incentives or disincentives. For example, people are less likely to litter in a clean place such as well maintained airport or to throw their receipts in or around well maintained stores or banking halls where there is visible security and cleaning or maintenance staff (Winter and Koger 2004). However, they are more likely to litter vending tickets in overcrowded and already littered areas. In addition, on-the-spot and heavy fines for littering in Australia may act as an incentive for people to avoid littering and find a litter bin. Norms Social norms can be defined as rules and beliefs as to what constitutes morally acceptable behaviour. Norms are an important factor in many environmental problems such as littering litterers are encouraged in their behaviour by norms which view littering as within the boundaries of acceptable behaviour (Stern 2000). This is especially important in examining littering vending tickets since litterers believe they are acting within social norm by disposing vending tickets, a behaviour or practice which they have witnessed and has become “normal”. On the other hand, if littering were considered morally unacceptable, people would be less likely to litter as they run the risk of violating social norms and suffering consequences. Consumption Patterns The consumption patterns of many people are a significant social level factor underlying littering associated with vending tickets. One of the areas most affected by littering of vending tickets are shopping centres which reflects the consumption patterns of most people who prefer to shop frequently at major supermarkets, convenience stores and other retail outlets with electronic tax registers which incidentally offer paper receipts for purchases (Western Australian Local Governments Association 2002). Compliance Mechanisms/Legislation The compliance mechanisms and legislative measures adopted by many municipal authorities or urban councils are also a significant factor underlying littering associated with vending tickets. Littering behaviour is discouraged by vigilant enforcement of compliance measures which exist in legislative form such as on-the-spot fines for littering. On the other hand, weak compliance mechanisms encourage litterers as they are aware that they can easily escape the consequences of littering (Western Australian Local Governments Association 2002). Intervention Program to Address Vending Ticket Littering: Electronic Receipts The basis of the proposed intervention program is to address the problem of vending ticket littering by using mobile telephone technology to reduce the actual issue of vending tickets at retail stores and in public transport. The intervention program, referred to as electronic receipt, aims to replace most paper receipts with electronic receipts sent directly to consumer’s mobile phones as they shop for groceries, make ATM withdrawals or use public transportation. The electronic receipt program will use near field radio frequency communication technology (NFC) to issue shoppers and commuters with NFC cards which will be pre-loaded with their mobile number and e-mail contacts. Therefore, when a commuter is using public transport or shopping from a supermarket or grocery store, the NFC card will be scanned using either an enabled smart phone or scanning device and the shopping or travel data will be sent to the customer’s mobile phone as a short message service (SMS) text to confirm the transaction. In the case of shopping, the customer would only need one NFC card loaded with their relevant contact information which they can use in a variety of grocery stores or retail outlets with the requisite technology (Madlmayr et al 2008). In the case of public transport, the NFC card would be preloaded with electronic funds (credit) which is deducted prior to or after they the bus or train while in the case of ATM machines, an SMS will be sent to the customer’s registered number. The rationale for the electronic receipt program is that most Australians already own a mobile phone. Therefore, this technology is readily available for use. In addition, it is convenient to both the customer and the retailers. It would enable the customer to delete data which they do not need which is more secure and has zero impact on the environment as compared to throwing away receipts (such as ATM and credit card receipts) which may collected by fraudsters. For retailers, it would reduce the costs associated with paper used in receipting in addition to providing them with a wealth of data about their customer’s consumption habits which can be used effectively in marketing promotions. In its initial stages, the program will enlist a group of voluntary participants who will serve the purpose of demonstrating how the electronic receipt technology works with the aim of influencing fellow shoppers and commuters to sign up for the cards. To sensitise the public on the intervention, a media campaign using posters and other forms of advertising will be launched to encourage shoppers and travellers to sign up for free NFC cards. The campaign will sensitise the public on the convenience of NFC cards such as avoiding the need to carry cash while travelling (in the case of travel) or the hassle of carrying around loose change. It will also emphasize to the users that they are taking an active part in environmental conservation which would motivate environmentally conscious customers to sign up for the program and reduce the environmental impact of vending ticket litter in their communities. Psychological Approaches used in the Intervention The electronic receipt program is based on three psychological approaches to solving environmental problems, social psychology, behavioural psychology and cognitive psychology. Behavioural Psychology Approach Behavioural psychology focuses on addressing environmentally destructive behaviours rather than the underlying motives behind them. Therefore, behaviourists argue that attention needs to be paid to the immediate situation and that environmentally destructive behaviours such as vending ticket littering can be addressed by eliminating or reducing paper based vending tickets and replacing them with a more environmentally sustainable option or alternative (Winter and Koger 2004). From the behavioural psychological approach, the electronic receipt program as an intervention focuses on using existing technology to eliminate or reduce vending ticket litter by introducing electronic receipts which are expected to significantly reduce the amount of vending tickets disposed. Cognitive Psychology Approach The cognitive approach postulates that a majority of environmentally destructive information is a result of inadequate or bad information. Therefore, this approach focuses on highlighting the sources of error in people’s thinking and in this particular case would help them to become better decision makers by making better judgements when faced with situations which require them to dispose litter responsibly (Winter and Koger 2004). The media campaign to sensitise shoppers and commuters to sign up for the electronic receipt program would emphasize that vending ticket litter poses significant risks to the environment and would also discourage current and potential litterers to avoid the irresponsible disposal of vending ticket litter. It would not only seek to provide information to ignorant litterers but also highlight sources of error in litterers’ thinking by debunking the commonly held assumptions of habitual litterers that vending ticket litter is not a priority environmental issue. The intervention would relay the message that reducing or eliminating paper based vending tickets by adopting the use of electronic receipts would make a positively significant contribution to the environment. Social Psychological Approach The social psychological approach focuses on how people’s attitudes towards an environmental issue can be changed by initially making subtle changes to their behaviour. This approach emphasizes how norms, roles and reference groups influence what are commonly mistaken as personal or private views. This approach demonstrates how people’s attitudes towards environmentally responsible behaviour is either hindered or encouraged by the meaning making processes behind their actions (Winter and Koger 2004). Therefore, in the case of vending ticket littering, making subtle changes to shoppers and commuter’s behaviour by introducing electronic receipts and highlighting the environmental impact of vending ticket litter would help change people’s attitudes towards littering. Electronic receipting would contribute to a new way of making meaning about the effect of litter on the environment as shoppers and commuters understand within their social context how irresponsible disposal of paper vending tickets is harmful to the environment. The intervention thus aims to change attitudes towards vending ticket littering by first inducing subtle behavioural changes in the form of transition from paper to electronic receipts. Theoretical Justification- Norm Activation Theory The intervention program is expected to be effective based on the theoretical justification provided by Schwartz’s norm activation theory. According to this theory, pro-environmental or environmentally responsible behaviour is activated through personal norms via six activators- four situational activators and two personality trait activators. This program focuses on ensuring that the four situational activators are in place for people to make personal environmentally responsible choices (Schwartz 1977, Stern 2000). These four situational activators are an awareness of the existence of a need (in this case to reduce environmental harm due to vending ticket littering), acceptance of the responsibility of that need (by shoppers and commuters), perceived efficacy of behaviours to alleviate that need (reduction or elimination of paper based tickets) and perceived ability to perform these behaviours (availability of mobile phones). This intervention is therefore expected to be effective as it contains all the necessary and sufficient conditions as postulated by the norm activation theory to influence pro-environmental behaviour (Stern 2000). The program includes elements of all four situational actors. The program will create awareness of the need to reduce vending ticket litter, urge shoppers and commuters to accept the responsibility to address vending ticket littering, demonstrate the efficacy of electronic ticketing in alleviating the problem and alert shoppers and commuters that the technology required to make pro-environmental choices is readily available, convenient, easy to use and beneficial to their environment. Evaluation Plan To evaluate the effectiveness of the intervention program, all participating shopping outlets and transport companies will be required to keep detailed electronic records of the numbers of customers who have signed up for the NFC card and the frequency and patterns of use of the cards for electronic receipting. These records will be used as proxies for the number of vending tickets that would have been issued over a similar period and they will be compared with previous data to gauge the effectiveness of and the uptake of electronic receipting technology. It is expected that a progressively higher frequency of the usage of NFC cards will indicate that the program is becoming effective in motivating environmentally responsible behaviour. In addition, voluntary survey questionnaires will be administered to participating shoppers and commuters to obtain their feedback and query which aspects of the intervention they find most effective. Limitations The major limitation of the proposed intervention program is cost-related. Sending free electronic receipts to shoppers and commuters may be expensive for smaller shopping outlets, banks or transport companies. However, it is anticipated that this cost will be offset in the long run through reductions in terms of less paper purchased for vending tickets. Another limitation i associated with the variety of mobile phone providers who have different coverage, cost structures and capacity. However, this limitation will be managed by convincing them to lower the costs of sending electronic receipt texts which will be offset by the high volume of mobile traffic that creates businesses for them and the public relations benefits of participating and supporting an environmentally friendly cause which would boost its business. Finally, security of the cards is another limitation. However, once customers misplace their cards, they can easily request for free replacement and disable their lost cards remotely (Madlmayr et al 2008). References Clayton, S. & Brook, A. (2005) Can psychology help save the world? A model for conservation psychology. Analyses of Social Issues and Public Policy 5(1): 87-102. Madlmayr, G., Langer, J., Kanter, C. & Scharinger, J. (2008). NFC Devices: Security and Privacy. Third International Conference on Availability, Readability and Security. Hagenberg: University of Applied Science of Upper Austria. Schultz, P.W., Bator, R.J., Large, L.B., Bruni, C.M. & Tabanico, J.J. (2011). Littering in Context: Personal and Environmental Predictors of littering Behavior. Environment and Behavior. Online 28 July. Retrieved on September 2, 2012 from Schwartz, S. H. (1977). Normative influences on altruism. In L. Berkowitz (ed.), Advances in experimental social psychology 10: 221–279. New York: Academic Press. Stern, P. & Dietz, T. (1994). The Value Basis of Environmental Concern. The Journal of Social Issues 50(3): 65-84. Stern, P.C. (2000). Toward a Coherent Theory of Environmentally Significant Behavior. Journal of Social Issues 56 (3): 407–424. Victorian Litter Action Alliance (2006). Litter Statistics. Retrieved on 4 September, 2012 from < http://www.litter.vic.gov.au/resources/documents/Fact_Sheet_Littering_Statistics_HR.pd f > Western Australian Local Governments Association (2002). Litter Management Options in Western Australia. Sydney: NOLAN-ITU Pty. Winter, D.D. & Koger, S. (2004). The Psychology of Environmental Problems. Mahwah, NJ: Routledge. Read More

Besides market sites and smoking areas, public transport sites are some of the most commonly littered areas (Victorian Litter Action Alliance). It is not uncommon globally to find crumpled or folded supermarket receipts and bus tickets lying next to litter bins at bus and train stations or in the vicinity of shopping centres or as part of the litter clogging drainage pipes when it is washed into urban waterways. Psychological Factors underlying Littering There are several individual and system level psychological factors that underlie the problem of littering and in particular the problem of littering associated with disposal of vending tickets.

The main individual level factors include attitudes, motivation, incentive, values and knowledge levels. At the system level, the main factors include behaviour contexts, incentives, norms, consumption patterns, compliance mechanisms and legislation (Clayton and Brook 2005). Individual Factors Attitudes One of the most important individual factors underlying littering or which can explain why people litter is their attitudes towards littering. Litterers do not consider littering as a significant environmental concern and therefore do not have a negative attitude towards littering.

People with negative attitudes towards littering are also less likely to participate voluntarily in littering as compared to people who do not (Stern 2000). They are more likely to keep their vending tickets in their pockets or purses and dispose them properly when they get to home, school or places of work and avoid disposing vending them in public places. Values Values are also another important factor underlying environmental problems such as littering. An individual’s value system is a significant predictor of whether they are more likely to make the extra effort to properly dispose vending tickets or whether they will simply litter them.

Individuals with “pro-social” or communal value orientations view themselves as custodians of the environment and are more environmentally sensitive and responsible, viewing humans as an integral part of the natural environment that benefit from it with an obligation to conserve and protect it (Stern and Dietz 1994). On the other hand, individualistic and competitive value orientations do not foster environmental concerns and are more likely to contribute towards littering as litterers pursue their own individual advantage- convenience.

Motivation and Incentive Other psychological factors that can explain why people litter vending tickets are motivation and Incentive. People who participate in littering vending tickets may do so because disposing them by simply throwing them whenever it is convenient is easy, comfortable and rewarding as opposed to carrying them until they find an appropriate way to dispose them such as a litter bin or garbage disposal (Victorian Action Litter Alliance 2006). Since vending tickets are also small and do not appear to constitute a significant pollutant to those who litter, there is also an incentive to simply dispose them around the shopping centres where they assume they will be cleaned up by local authorities or the businesses that issue them.

Knowledge Levels According to the NSW Environment Protection Authority, some litterers can be classified as either ignorant or wilfully ignorant. Ignorant litterers are those who are simply unaware of the environmental impact of improper disposal of vending tickets. They are simply unaware of the link between their littering behaviour and the impact on the environment. On the other hand, wilfully ignorant litterers are aware that littering vending tickets is wrong but tend to litter in a context (Victorian Action Litter Alliance 2006).

For example, they consider it acceptable to litter in urban areas but not in the bush or on the beach. Social Level Factors Behaviour Contexts A common factor underlying littering is the behaviour context. The reason why most people litter around bus and train stations or in shopping centres can be explained by the setting and the behaviour of others in that situation.

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