Introduction to Behaviour Change PDF

**Introduction to behaviour change** Behaviour is often explained by intentions and attitudes. A diagram of a diagram Description automatically generated **Antecedents (=motivation) of behaviour** Attitude= a feeling/opinion about something, often quick and automatic Subjective norm= influence...

**Introduction to behaviour change** Behaviour is often explained by intentions and attitudes. A diagram of a diagram Description automatically generated **Antecedents (=motivation) of behaviour** Attitude= a feeling/opinion about something, often quick and automatic Subjective norm= influence of social environment Behaviour is often explained by intentions and attitudes: Behavioural control= [perceived behavioral control] and [actual behavioral control]. - PBC= assesment about the efficacy of the focal behaviour. - ABC= the real obstacles that hinder the execution of behaviour   TPB: - is descriptive: indicates which factors predict behaviour but not how - assumes behaviour to be deliberate (ignores habits) - does not incorporate factors: biases, resistance, motivation   Thus: Individual level= attitude Social level= subjective norm System & technology level= behavioural control Summary: 1. Attitudes - This refers to the degree to which a person has a favorable or unfavorable evaluation of the behavior of interest. It entails a consideration of the outcomes of performing the behavior. 2. Behavioral intention - This refers to the motivational factors that influence a given behavior where the stronger the intention to perform the behavior, the more likely the behavior will be performed. 3. Subjective norms - This refers to the belief about whether most people approve or disapprove of the behavior. It relates to a person\'s beliefs about whether peers and people of importance to the person think he or she should engage in the behavior.   4. Social norms - This refers to the customary codes of behavior in a group or people or larger cultural context. Social norms are considered normative, or standard, in a group of people. 5. Perceived power - This refers to the perceived presence of factors that may facilitate or impede performance of a behavior. Perceived power contributes to a person\'s perceived behavioral control over each of those factors. 6. Perceived behavioral control - This refers to a person\'s perception of the ease or difficulty of performing the behavior of interest. Perceived behavioral control varies across situations and actions, which results in a person having varying perceptions of behavioral control depending on the situation. This construct of the theory was added later, and created the shift from the Theory of Reasoned Action to the Theory of Planned Behavior.   Individual level **Attitudes:** - Individual tendencies: extreme vs mild and speed and strenght - Not so black and white - Can be inherited - Are learned Example= evaluative conditioning: paring objectives with an attitude to stimuli influence towards the objectiv     Attitudes predict behaviour, when: - Attitude measures and the behaviour corresponds - When decision making is deliberate - Attitudes are strongly held (interest/value/experience)   However, - Behaviour is habitual - Biased - Resist persuasion - Not motivated to deliberate   **Biases:** 1\. primacy effect= information presented earlier is rememberd more that information later. Raeding time decreases with each statement 2\. confirmation bias= seeking information that verifies existing beliefs 3\. Belief perserverance= tendency to retain to initial belief despite dicredited 4.. single action bias= performing a particular sustainable act leads to risk reduction 5\. moral licesning= moral balance sheet- not taking shorter showers since you already installed a heater pump Confirmatory dissonance theory- People are motivated to reduce psychological tension as a result of conflicting cognitions Vicious cycle: Thinking someone has a certain trait may cause one to engage in a one- sided search for information. People can be blinded by their existing beliefs. Self-fulfilling prophecy: The process by which one's expectations about a person eventually lead that person to behave in ways that confirm those expectations.   **Dual process model of persuasion:** Elaboration-likelihood model and Heuristic systemtic model Central/systematic route and periphal/heuristic route Central= outweighing pros cons and peripheral is more feeling  **Least-Effort Principle (HSM)** - People generally default to the **peripheral/heuristic route** because it requires less mental effort. - However, if they are both **motivated** and **able**, they may shift to the **systematic route** and expend the effort for deeper processing. Persuasion is dependent on: - **the source**: is it credible, likeable, - **the message**: length, emotion\ Most effective strategy depends on whether the audience\ process the message centrally or peripherally.\ Central processing: Quality of the argument is more important than\ length.\ Peripheral processing: "the longer the message, the more valid it\ must be"\ - emotion: persuasion efforts aimed at heart rather than mind.\ positive emotions make people become more sociable/positive + activate the peripheral route to persuasion\ fear appeals: Fear control vs danger control: fear makes people feel helpess if no guidance, danger makes people take action (danger control). Culture: individualistic focus on personal benefitcs and collectivist: focus on integrity and well being of groups - **the audience\ **Need for cognition (NC)\ A personality variable that distinguishes people on the basis of how much they enjoy effortful cognitive activities.  Stag and vlek- anctecedents: - Pro-environmental behaviour: behaviour that harms as little as possible or is\ beneficial to the environment - Behaviour have both direct and indirect consequences Besides environmental considerations, there may be many more antecedents Status -- why do some people drive a particular brand car? Comfort -- why set thermostat higher, or take long showers? Awareness -- do people realize what the consequences of their behaviours are   Antecedents: 1. **Motivationional factors** - Extrinsic = outside= temporary - Intrinsic = insinde/ individual/ personal= stable   Environmental behavour is based in values: - Nomrs are injuctive, descriptive or personal norms: Descriptive= based on observed, what you see 'is norm' Injuctive= what is expected, based on avoiding social sanctions 'ought norm' Personal norms= internalized norms= connected to self, avoidance to shame   Norms influence behaviour, but only when they are focal, activated   Theory on the meaning of material possesions: - Instrumental = means to an end - Symbolic= someting valueable to us - Affective= we enjoy   2. **Contextual factors:** May facilitatire or constrain environmental behaviour May influence motivation   3. **Habitual behaviour:** Habits: automated behaviour - Stem from experience - Often efficient - Sometimes a nuisance- hard to change - Caused by automated cognitive processes rather than preceded by elaborate reasoning\ Strong association between environmental cues and mental representations of actions\ Result of repetition of behaviour in a stable context Van der werff, steg, keizer Environmental self identity= the way you see yourself as a person who acts environmentally friendly Biospheric values= what you think is important in your life These 2 are related but conceptually different. You can have values but dont act accordingly and thus change how you see your self identity   Why don't we act more sustainably? Sometimes behaviour is habitual Sometimes we're biased in our deliberation Sometimes we resist persuasion Sometimes we're not motivated to deliberate Dual-process models of persuasion (e.g., ELM) Sometimes we have the wrong kind of motivation Extrinsic versus intrinsic Sometimes we value status or comfort more than the environment Sometimes we lack awareness Sometimes we do not have an environmental self-identity  Social level  Social influence: The ways that people are affected by the real and imagined pressures of others. Conformity Changing perceptions, opinions, or behaviour in line with group norms Compliance Changing behaviour in line with requests Obedience Changing behaviour in response to commands of authority   Humans are natural in mimicing behaviour-\> it enables people to interact and communicate smoothly   Conformity= Tendency of people to change their perceptions, opinions, or behavior in ways that are consistent with social or group norms   When faced with ambiguity and uncertainty about personal judgment, others can serve as a valuable source of information people will sometimes conform, even when they are not convinced the group is right, to avoid feeling "conspicuous" and "crazy," or like a "misfit   Why do people conform? - Desire to be right=informational influence - Fear of ostracism= normative influence   Focus theory of normative conduct: Norms influence behaviour, but only when norm is salient ("focal") I.e., a norm to recycle plastics should be "turned on" to produce the corresponding behaviour Norms are tied to specific contexts and to specific social groups Norm activation: "Ingroup others" more influential than undisclosed others. "guests who stayed in this hotel" versus "guests who stayed in this room" More later! - **General Norm (\"Ingroup Others\")**: Messages framed around the behavior of a larger group, like *"75% of guests who stayed in this hotel reused their towels."* - **Specific Norm (\"Room-Specific Others\")**: Messages focused on a smaller, more directly comparable group, like *"75% of guests who stayed in this room reused their towels."* **Findings: Room-Specific Norms Are More Influential** - **\"Ingroup Others\":** When messages highlighted the behavior of hotel guests as a whole (the broader ingroup), they had a moderate influence on towel reuse rates. - **\"Room-Specific Others\":** When messages highlighted the behavior of people who stayed in the same *specific room* as the current guest, the effect on towel reuse was significantly stronger.   **Social Identity Theory** This is a psychological theory that explains how individuals define themselves in relation to social groups. It suggests that people categorize themselves and others into *ingroup* (groups they belong to) and *outgroup* (groups they don't belong to). This categorization influences attitudes and behaviors. - **Ingroup Identification**: We tend to align our attitudes and behaviors with those of our ingroup to maintain a positive self-concept and a sense of belonging. - **Ingroup vs. Outgroup**: How we perceive others (ingroup as \"us\" and outgroup as \"them\") can affect how we treat them, which is central to intergroup relations.   **Applications of Social Identity** Originally developed to understand **prejudice and discrimination** in intergroup relations, social identity theory has since been applied to many other fields, including: - **Crowd Control and Crowd Management** - **Understanding group dynamics in large crowds is essential for managing safety and order.** - **Crowds are not just random collections of individuals---they often share a group identity (e.g., fans at a concert, protesters). Recognizing this identity helps in predicting and managing group behavior.** - **Pro-Environmental Behavior (Focus of this Lecture)** - **Ingroup norms strongly influence environmental actions.** - **Example: If people identify with a group that values sustainability, they are more likely to adopt pro-environmental behaviors like recycling or conserving water, especially when these norms are made salient.** - **Leadership (Focus of this Lecture)** - **Effective leaders often strengthen or leverage group identity.** - **By emphasizing shared goals and values, leaders can motivate group members to align their behaviors with the group\'s objectives.** - **Example: A leader in an environmental organization might frame conservation efforts as part of the group's identity, encouraging action.** Social identity and self-categorization Social identity Internalised group membership Sense of self in relation to a social group E.g., feeling part of a group based on\... Social groups have specific norms What is important, values How to behave What is acceptable and what is not Deviation from the norm may be punished NB: Norms differ between social groups! Black Sheep effect: norm-deviating behavior of an ingroup member would punished more harshly than that of an outgroup member.   **Outdated View of Groups** The older perspective on groups focused on **individual motivations** for joining or forming groups. This view assumes that people only participate in groups when doing so benefits their personal interests or satisfies their needs. The motivations include: - **Liking the Task or Activity** - **People join groups because they enjoy the group\'s purpose or activity.** - **Example: Joining a hiking club because one loves hiking.** - **Liking the People** - **People become part of groups because they like or have positive feelings toward the other members.** - **Example: Staying in a friend group because of emotional connections.** - **Satisfying Personal Needs** - **Groups are seen as instrumental for fulfilling individual needs (e.g., belonging, validation, security).** - **Example: Joining a study group to get help with homework or feel included.** This view portrays group membership as a means to **individual ends** and focuses on **mutual dependence**---people work together because they rely on each other for personal gains.   **Why Is This View Outdated?** Modern theories, like **social identity theory** and **self-categorization theory**, have shifted the focus toward understanding groups as more than just a collection of individuals serving personal interests. - **Groups as Shared Identities**: Groups are now understood as entities with shared identities and norms that influence behavior. Membership is about adopting the group\'s goals, norms, and values as part of one\'s self-concept, not just personal benefit. - **Emphasis on Collective Outcomes**: Modern views focus on how individuals prioritize group success or cohesion over self-interest once they identify with the group. - **Group Formation Beyond Liking**: Group cohesion can emerge even without liking all members or the activity, as long as the group identity is meaningful and salient. However, there is more to group membership! Satisfaction of personal needs does not predict decisions to join or leave For fans living close to their teams support does not depend on teams' success or failure (Wann & Branscombe, 1990) Failure on a collective task made groups more rather than less cohesive (Turner, Hogg, Turner, & Smith, 1984   Group membership A group is not merely a collection of individuals who are in it for themselves; they're in it for the group Group supersedes individual: people go to war because at group level it is the right thing to do (or so they feel) -\> I think i would personally disagree with some of this. A lot of people go to the army to save themselves and find a better them, not with the main goal of the group   **Key Findings: Ingroups vs. Outgroups** Even under minimal conditions, people: - **Favor their ingroup**: - More generous in donating resources (like points) to ingroup members. - **See ingroup members as superior**: - Ingroup members were perceived as more: - **Similar**: People assumed they had more in common with ingroup members. - **Likeable**: Positive feelings were more often directed toward ingroup members. - **Trustworthy**: Ingroup members were assumed to have better intentions.   **Why Is This Important?** The minimal group paradigm reveals that: - **Group Bias Is Deep-Rooted**: - **People quickly develop ingroup favoritism, even when group boundaries are artificial or meaningless.** - **Social Categorization Is Automatic**: - **The human brain instinctively categorizes people into groups, even without significant context.** - **Group Membership Shapes Behavior**: - **Our perceptions, judgments, and behaviors are influenced by whether someone is in our ingroup or outgroup.**   **Broader Implications** These findings laid the groundwork for social identity theory, which explains: - How group membership shapes self-concept and intergroup behavior. - Why prejudice and discrimination can emerge, even between groups formed on trivial distinctions. - The importance of understanding group dynamics to address bias and foster cooperation.   **Minimal Groups and Psychological Group Formation** - **Minimal Groups** refer to groups that are formed based on **arbitrary, minimal criteria** (e.g., flipping a coin, random assignment, or a trivial distinction, like preferring one artist over another). - These groups don't have any significant meaning or shared history but are enough to create a sense of group membership in the participants\' minds. - **Psychological Group Formation**: - Even when people are assigned to groups for trivial reasons, they still begin to see themselves as part of the ingroup (the group they belong to) and view others as part of the **outgroup** (those who don\'t belong). - This automatic categorization leads to psychological effects, like identifying more with ingroup members and seeing outgroup members as \"other\" or less favorable. NB: Attraction, similarity, trust can be outcomes rather than causes   Conclusion: Social identity can be used to inspire pro-environmental behaviour However, it can also inspire maladaptive behaviours!   Allport's theory suggests that contact alone is not enough to reduce prejudice. Without these specific conditions, contact between groups might not have the desired effect, and could even increase tension or reinforce stereotypes. - **Without equal status**, one group might feel inferior or resentful, which would limit the effectiveness of the interaction. - **Without personal interaction**, people may not have the chance to truly understand one another, keeping stereotypes intact. - **Without cooperation**, groups might focus on their differences, strengthening in-group and out-group divisions. - **Without supportive social norms**, prejudiced behaviors could be normalized or perpetuated, undermining efforts to improve intergroup relations.   The **Common Ingroup Identity Model** (CIIM), a framework from social psychology that explains how bringing different groups together can reduce intergroup conflict and prejudice. The dialogue presented illustrates the idea of moving from **group-based thinking** (us vs. them) to a more unified **common ingroup identity**, which is central to the model. Here\'s an explanation:   Leadership: = the process of influencing others in a manner that enhances their contribution to the realization of group goals leadership is also be about followership Leadership focuses on intrinsic motivation (see previous lecture) Leadership has to do with group processes, goals, and social identity Identity Leadership (i.e., Social Identity approach to leadership)   Leadership works best when: - Motivating instead of forcing - Instrinsic motivation - Shaping discource - Initiating change (making it feel achievable)   Ingroup members have much greater potential to exert power through the group Power by outgroup members experienced more negatively than by ingroup members Outgroup power seen as interference, conflicts with sense of control Ingroup power uplifting, motivating, increases cooperation "Power through" rather than "power over" In other words, intrinsic rather than extrinsic motivation! Social Identity and Leadership   Leaders shoudd be: - One of us - As social beings, we are more likely to be influenced by **members of our own group** than by people from outside our group (outgroup). - This is consistent with the **ingroup bias** principle, which suggests that we perceive members of our own group (ingroup) more favorably and are more likely to be swayed by their attitudes, behaviors, or opinions than those of outgroup members. - **Example**: In a workplace setting, employees are more likely to follow the behavior or attitude of colleagues from their own team or department than from another department. - **Not all ingroup members have the same degree of control over others**: - Although we are more likely to be influenced by **ingroup members**, not every member of the ingroup has the same level of influence over others. - **Certain individuals** might have more influence because they are seen as **leaders**, **experts**, or more **socially prominent** within the group. Others may have less power or influence. **People align their attitudes in conformance with those who are prototypical for the ingroup**: - **Prototypicality** refers to how closely an individual's attitudes, behaviors, and identity align with the ideal or central characteristics of the ingroup. - People are more likely to adopt the views, behaviors, and attitudes of **ingroup members who are seen as prototypical**, meaning they closely resemble the **ideal type** of that group. - Act for us Fairness Leaders should not treat themselves better than other group members Leaders should not treat some group members better than others -- unless there is a agreed-upon reason to do so: Distributive justice (how much of a resource to whom?) **Distributive justice** is concerned with the fair allocation of resources within the group. It deals with **how resources** (e.g., money, time, recognition, opportunities) are distributed among group members. Procedural justice (which rules are applied?) **Procedural justice** refers to the **fairness of the processes** used to make decisions within the group. It\'s not just about what decisions are made, but **how they are made**. - Achieve for us Same as point 2. - Be entrepreneurs of identity 1.Leaders should be representative of the group 2.Leaders should actively present themselves as prototypes 3.Representation will often be challenged "Latte-drinking, sushi-eating, Volvo-driving" à ergo, "not us"   - Ingroup norm appeals more effective than information alone 2\. Ingroup norm appeals change intentions via ingroup norms 3\. Ingroup norm appeals more effective than social norm appeals - Ingroup norm appeals affect actual behaviour   Ingroup norm appeal Ingroup norms Intentions   Technology and system level Technology has four roles: 1\. As intermediary: Usage choices determine environmental impact 2\. As amplifier: - Technology is an amplifier of human behaviour - Technology that enhances, causes behaviour to become more resource consumptive - Rebound effects= more efficient technology causes behaviour to change: direct rebound effect= micro level, indirect rebound effect is meso and macro level - Combined rebound effects may cut energy savings in half 3\. as determinant - Channeling or shaping behaviour apart from peoples motivation - Making it easier for humans to do what is shaped 4\. as promoter - Technology that is specifically designed to promote behavioral choices leading to the conversation of natural resources - Persuasive technology   Persuasive technology= designed to change attitueds and behaviour by persuasion and social influence, but not by force   Principles of persuasion Liking -- People prefer to say yes to those that they like\ Reciprocity -- People repay in kind\ Social proof -- Especially when they are uncertain, people will look to the actions and behaviors of others to determine\ their own.\ See lecture 4\ Consistency -- People align with their clear commitment\ More later\ Authority -- People defer to experts\ Scarcity -- People want more of what they can have less of\ Unity -- We are more influenced by people who are part of "us" Spillover effect of an intervention on subsequent behaviours not targeted by the intervention. Can be negative as well as positive Spillovers: - Single action bias= the one and done" effect\ Performing a PEB leads to risk reduction, which decreases the likelihood of other PEBs - Moral licensing\ A.k.a. (moral) self-licensing, licensing effect, moral credential effect\ "Moral balance sheet", "resting on one's laurels"\ Not performing PEBs because you've "done your part"\ Similar to entitlement Some findings and suggestions\ 1. Making an environmental identity salient encourages positive spillover\ Social identity may provide "social pressure" that encourages spillovers or PEBs\ Identity should be continually reactivated 2\. Motivation for consistency is reduced when cause for the initial behaviour is\ attributed externally\ "Yes, I separated garbage when I stayed in my friends' house, but that was only to avoid\ their disapproval."\ Recall that monetary incentives can undermine intrinsic motivation (Van der Werff, et\ al., 2018)\ N.B.: Environmental policy mechanisms such as prices-based measures, tax incentives,\ command & control tactics, \... may therefore lead to negative spillovers!\ 3. Lay people's perceptions of characteristics of PEB are germane to the issue of\ spillover\ Difficulty:\ Spillover may be positive if initial PEB is more difficult than subsequent PEB\ Spillover may be negative if subsequent PEBs are more difficult to perform that the\ initial PEB\ Moral licensing\ "I've already done my part Similarity:\ Spillover may be positive if initial PEB is similar to\ subsequent PEB\ Consistency: Recycling is likely to stimulate composting, but less\ so for reducing meat consumption\ "Identity maintenance": Someone who recycles and wishes to\ have consistent self-image will be more likely to pick up\ composting as well However, similarity between initial and subsequent PEB\ may also lead to negative spillover\ Likelihood of negative spillover greater for people who have a\ weak pro-environmental identity (or none at all)\ Single action bias Similarity is in the eye of the beholder\ Level of environmental knowledge\ People with a high level may place lowering their thermostat and\ adopting vegetarianism into the same category, as opposed to\ those with low level\ Similarity may therefore well be manipulable!\ (So, if you're looking for a bachelor's project \...) These are important insights for policy makers\ Pricing and tax measures appeal to extrinsic rather than intrinsic motivation (or may\ undermine intrinsic motivation)\ Short-lived\ Negative spillover\ Policy should try and appeal to intrinsic motivation\ More effective, more durable\ Possibly positive spillovers\ Depending on pro-environmental identity, knowledge, \... Evaluations of interventions typically focus on direct effects\ The net effect of an intervention however may be quite different\ Positive and negative spillovers need to be factored in **\ ** **The role of marketing in CE**  Why CE? 1. Anticipated performance 2. consumer pressure 3. Government pressure 4. Social dimension= consumer+ government+ stakeholder What are the barriers to transition to CE 1. Consumers: attitude-behaviour gap\ - confused by claims, expensive, only when it saves them money, lack of trust Attitude does not equal behaviour-\> consumers have favourable attitude toward pro environment but is often not displayed in behaviour, because of: price, inertia (preference to status quo), trust-\> knowledge is key Other barriers: regulations, costs, infrastructure, inventives, technical uncertainties, production processes, user practice The role of marketing in CE: Marketing= the activity set of instution and process for creating, communicating, delivering and exchanging, offerings that have value for customers, clients, partners and society at large"= an activity 10Ps= product-promotion- price-place- process- people- physical evidence- person-planet- profit 3ps= person-planet-profit Person=diversity/safety/empowerment Planet=external activities, the offering, internal activities Profit=transaction costs, operating costs, capital costs Customer behaviour analysis: refers to the study of factors which prevent or enable consumers and preferences towards CE actions. Understanding these factors is essential for companies to create, communicate and deliver customer value. Brand equity refers to the value premium customers are willing to pay for a specific brand. Brands with higher brand equity have greater positive differential responses in the marketplace (Aaker, 2009). Implementing marketing in a CE improves customers\' perception of the brand\'s quality and desirability. Firm performance is a measure of how well the firm is performing, which can be measured, for example, in terms of profit, growth, market value, return, economic value added, or customer satisfaction. The CE-aligned marketing mix (10 Ps) contributes to firm performance (by reducing energy consumption and decreasing production costs while potentially increasing market share. Drivers= attitude, culture, economic welfare, knowledge, values Enablers= acceptance, awareness, engagement, trust, social cohesion Practice used in marketing= environmental scanning= to understand the forces that might affect a company operations Macroenvironment= set of forces that are uncontrollable by a company but have an impact on performance-\> = PESTEL 1. **Environmental Scanning**: - Monitoring forces (economic, social, political, etc.) through PESTEL analysis. - Adapting quickly to unpredictable events in the macroenvironment. 2. **Ecological Factors**: - Shaping strategies to highlight sustainable product value. - Encouraging reduced purchasing, sharing, and other circular behaviors (e.g., leasing). Business to consumers The "attitude--behaviour" or "intention--behaviour" gap remains a major issue in the CE\ transition and must be considered in tackling CE-related product acceptance by policymakers\ and stakeholders. This gap involves consumers reporting that they are concerned about environmental issues and plan to acquire circular materials and products (i.e., self-reported intention); however, they are struggling to translate this into purchases, often leading to potentially contradictory actions (i.e., actual behaviour). Consumer activities contributing to the CE model involve several phases in the\ consumption stage of the product lifecycle: purchasing, usage, and EoL product\ discarding. In terms of operationalizing circular strategies, the consumption stage of the\ product lifecycle should be defined as a three-phase process, "to buy--to use--to return,"\ where activities related to one phase influence those in the following phases.\ Proper EoL product discarding is a crucial consumer contribution to the CE since it\ can better create the preconditions for reuse and recycling strategies and support the\ required operationalization. Consumer recycling behavior is determined by the\ available infrastructure as well as individual consumer characteristics such as attitudes\ to recycling, income, age, environmental awareness, etc. A set of features can classify CE-\ related products:\ the type of CE loops,\ the period of waste prevention,\ the type of circular strategy,\ the conjunction of circular strategies, the contribution to circularity potential\ the type of circularity Where do you start?: segmentation, targeting, position **Segmentation=** Behavioural: benefits sought, purchase occasion, usage Psychographic: perception and beliefs, lifestyle, personality Profile: demographic, socio-economi, geographic The five criteria for successful segmentation are: effective,measurable, accessible, actionable, and profitable **Targeting= evaluating each market segment's\ attractiveness and selecting one or more\ segments to enter** -  Marketing approaches: - **Undifferentiated Marketing**: One strategy for all customers. - **Differentiated Marketing**: Specific strategies for multiple segments. - **Focused Marketing**: Targeting one particular segment. - **Customized Marketing**: Tailored strategies for individual customers. Positioning= Placing your market offering in the minds of the target customer in such\ a way that he/she is able to make a clear distinction between your offering and those of others Making sustainable behavior easier by: Simplify decision-making for consumers.\ Brands can help boost awareness and close the knowledge gap by highlighting specific, measurable sustainability features that educate consumers while guiding choices;\ For retailers, simplifying consumer decisions means making sustainable products part of consumers' purchase journey. That could involve helping consumers easily identify sustainable products Integrate Environmental, social, and corporate governance (ESG) into existing reasons to choose\ Consumers already balance competing priorities of quality, price, health, and convenience. Adding a new dimension creates additional complexity that may force consumers not to choose sustainable options. The most effective companies weave ESG into those existing considerations.\ Retailers can accelerate sustainability adoption by reinforcing the positive side of the cost-benefit equation through incentives. Jumbo and Albert Heijn, for example, offer "reverse" vending machines where PET bottles are returned in exchange for store credi Evolve existing brands\ Conscious are likely to value same-but-better versions of products they love as long as they do not come with a significantly higher price tag.Brands can take some non-so-radical approaches to improve existing brands: innovating on packaging design, delivering the product more sustainably and adapting product formats or different ingredients. Reinforce positive cost-benefit= offer customers incentives Tools to positioning= Logo, colors, packaging, label, certification, storytelling **Types of Consumers in Sustainability\ Climate Change Deniers**: Unconcerned about climate issues; \~4% of U.S. consumers.**\ Consumers of Habit**: Stick to familiar products without prioritizing sustainability; \~30%.**\ Curious Consumers**: Attracted to eco-friendly products due to curiosity; \~11%.**\ Conscious Nonconsumers**: Eco-conscious but don't purchase eco-branded products; \~32%.**\ Conscious Consumers**: Actively prioritize sustainability in purchases; \~24%. Understanding sustainable consumption **Why do products fail?** The product does not meet the required standards and market conditions (e.g., solar panels)\ Medical advancement and ethical and economic requirements create barriers to market entry\ and make a revision of products more difficult.\ The product is revolutionary, but there's no market for it (e.g., insect food). Consumers do not always respond to new and innovative products.\ The new item exists in a "product limbo". We tend to buy the same products, it's hard to get something new on the radar.\ The product defines a new category and requires substantial consumer education---but doesn't\ get it. If consumers can't quickly grasp how to use your product, it's toast. The role in marketing in understanding consumers: 1. Assessing customers evaluation of product/services\ Study the positive or negative effect of single or multiple attributes on buying behaviour.\ 2. Defining the target audience and market segments Identify how different users/buyers decide on products/services.\ 3. Creating demand for products Improve user acceptability and generate customer satisfaction over time.\ 4. Communicating to customers the value of a product\ Define which messages/campaigns are more effective for a specific product/target audience neuromarketing has the potential to support marketing research on how cognitive processes\ originate in the brain and identify the brain areas and physiological functions involved in the explication of cognitive functions underlying marketing-relevant behaviour.\ Cognition includes basic mental processes such as sensation, attention, and perception.\ Cognition also includes complex mental operations such as memory, learning, language use, problem solving, decision making, reasoning - it investigates: psychological response, brain acitivty fMRI is a metabolic brain imaging method used to analyze regional, time-varying changes in brain metabolism. It measures the brain activity by detecting changes associated with blood flow and metabolic activity in a specific area of the brain. fMRI can help measure many cognitive phenomena, such as sensory perception, attention, arousal, engagement, memory, reward and valence. The application of neuromarketing tools in sustainability could be to identify how individuals'\ differences and similarities in cognitive processes and emotions related to\ Decision making about products (green vs non-green);\ Product attributes (e.g., green logo, material, brand);\ Environmental bias (e.g., high, or low excitement for environmental process) Neuroscience tools can be used to\ (1) Identifying the relevant individual, psychological and neural mechanisms that explain pro-environmental behaviour;\ (2) Investigating the impact of behaviour change interventions on consumers' attitudes and decision making;\ (3) Design of a promising intervention based on the identified mechanisms that effectively yield long-term behaviour change;\ (4) Evaluation of the intervention on a psychological, neural and behavioural level in situations outside the lab to assess external validity, for example, product, price, social norms and marketing effort. Relational reasoning is the cognitive process of connecting distant pieces of information by finding a common thread that connects them. It is a process of filling a logical gap in the given context to increase consistency and restore psychological balance. Using relational reasoning, individuals can put together separate pieces of information so a holistic meaning emerges. Relational reasoning enables a deductive syllogistic process that allows individuals to reach conclusions. An example of relational reasoning occurs in evaluating an analogy like "shoe is to foot as glove is to hand" The gap between sustainability attitude and behaviour. How can marketers help consumers\ reduce this imbalance?\ - One way is to use message-priming techniques that emphasise the importance of environmental consciousness. For example, once an individual is subject to an environmental priming message, the relationship between Entity 1 (sustainability) and Entity 3 (behaviour) will strengthen, giving the individual a more balanced state, and his or her general attitude toward sustainability issues will become more positive.\ - Exposure to environmental priming can reduce psychological imbalance and increase consumers' preferences for sustainable fashion products (represented by green logos). Ethical aspects Ethics= "Ethics is the philosophical study of morality. It is a study of what are good and bad ends to pursue in life and what it is right or wrong to do in the conduct of life". Ethical marketing is a philosophy that informs all marketing efforts. It seeks to promote honesty, fairness, and responsibility. Ethics is notoriously difficult because everyone has subjective judgments about what is "right" and "wrong." For this reason, ethical marketing is not a hard and fast list of rules but a general set of guidelines to assist companies as they evaluate new marketing strategies.\ Marketing ethics: "The practices that emphasize transparent, trustworthy and\ responsible personal and/or organizational marketing policies and actions that\ exhibit integrity as well as fairness to consumers and other stakeholders How do we change the way we look at marketing? 1. Change consumer behaviour\ A nudge is a function of (condition I) any attempt at influencing people's judgment, choice or behaviour in a predictable way (condition a) that is motivated because of cognitive boundaries, biases, routines, and habits in individual and social decision-making posing barriers for people to perform rationally in their own self-declared interests, and which (condition b) works by making use of those boundaries, biases, routines, and habits as integral parts of such attempts The concept of eco-literacy is helpful in assessing the level of environmental knowledge that a consumer has. The 'consumer movement' is the name given to the set of individuals, groups and organizations whose aim is to safeguard consumer rights. For example, various consumers' associations in Europe campaign on behalf of consumers and provide information about products, often on a comparative basis, allowing consumers to make more informed choices between products and services. 2. Change employee mindset:\ 1. Choosing to hold periodic seminars for marketing managers that deal\ with the question of ethics. The programs or seminars may take the form\ of helping managers develop their capability to morally reason or involve\ the discussion of hypothetical case situations which treat circumstances that\ could conceivably arise.\ 2. Monitoring their ethical performance by developing\ systematic\ procedures which allow the organization to determine whether its\ employees are taking the commitment to ethical and social responsibility\ seriously. This process can involve the utilization of an outside consultant\ or perhaps a special ethics committee of the board of directors empowered\ to periodically evaluate operations against a prescribed set of standards 3. Change the way companies think about business Ethical consumption is the purchase decisions by persons concerned with the price of products and services and the political, social and environmental consequences\ of their purchases. Being an ethical consumer means buying products which were ethically produced\ and/or which are not harmful to the environment and society. 3 types of ethical consumerism: 1. Positive ethical purchase behaviour is\ associated with buying goods with ethical\ characteristics 2. Negative ethical purchase behaviour is\ associated with boycotts, avoiding goods with\ unethical characteristics; 3. Consumer action is associated with activities\ such as lobbying and direct action about an\ issue. Most marketing managers face ethical dilemmas during their careers, it is\ essential to study the moral consequences of these decisions.\ An ethical dilemma in business is defined as "confronting a decision that involves the trade-off between lowering one\'s personal values in exchange for increased organizational or personal profits".\ Manufacturers \"dumping\" products which are declared hazardous top health\ and safety (e.g., tobacco);\ Unprincipled sourcing (e.g., palm oil) and production practices (e.g.,\ pollution, underpaid labor);\ Numerous cases of misleading or exaggerated claims (e.g., natural fibers). CSR is an umbrella term that describes a form of self- regulation by businesses based on the ethical principle that a person or an organization should be accountable for how its actions might affect the physical environment and the general public. A as part of overall CSR initiatives, many firms engage in cause-related marketing, where businesses and charities form a partnership with one another in order to market an image, product or service. Cause-related marketing works well when the business and charity have a similar target audience. there are a range of potential competitive advantages that might arise, including innovation and cost savings there may be a desire to generate some positive PR about the company many modern businesses see CSR as a key-way of attracting and retaining talent as the narrative around sustainability gains greater importance, organisations want to be seen to be doing the right thing CSR practices could bring purpose to the way marketing is conducted, by promoting practices that are socially and ecologically responsible. The goal is to help companies bring the right products and services to customers that benefit society as a whole rather than simply for company profit.\ Transparency: To be open and straightforward about marketing actions.\ Help customers to make informed decisions. For instance, listing product\ ingredients, indicating the country of production, refunds, etc.\ Responsibility: To be aware of the outcomes of an action, taking care that\ such actions do not harm another party. Companies should be prepared to\ handle situations where products or services are faulty. Being aware of the\ power advantage over an individual person.\ Trustworthiness: To be truthful in conveying information, from mangers\ to staff, from the firms to clients and customers. The claims about products\ and services are accurate.\ Integrity: To be contingent upon doing the right thing even when nobody is\ watching, behaving honestly and consistently adhering to high ethical\ standards because it\'s the right thing to do \' not for any perceived benefit\ you will achieve. Government legislation. In many countries, across certain industries, the government has imposed legislation that requires companies to conform and behave in a certain manner. For example, legislation relating to environment, pollution, use of workers and conditions, product disposal, materials used in production, climate agreement, policy on phasing out natural gas, policy on built environment, subsidy for electrical car.\ This can help increasing the social acceptance of certain practices Promoting ethical consumption by: 1. Improving consumer eco-literacy 2. Promoting concious consumption 3. Nudging for ethical behaviours Types of managers: - The cook= knows unethical but continues - The good solomon= ethical - The seeker= wants to do right thing but unaware - The rationalizer= will justify wheter ethical or not Why marketing should foster ethical behaviour: - Personal, organizational, societal costs Model of marketing methods: - Moral development model - Contingency model - Reasoned action model