How to Effectively Promote Eco-Friendly Behaviors: Insights from Contextual Behavioral Science

Abstract

The rapidly increasing rate of climate change is a major threat of our time. Human behaviors contribute to climate change. These behaviors are malleable. To change human behavior in significant and sustainable ways, we need a scientific understanding of motivation and behavior change. One area in psychological science that provides precision, scope, and depth to our understanding of human behavior and motivation is contextual behavioral science (CBS). The current article provides an account of how CBS can provide real-world solutions to promoting positive behavior change to reduce human-induced climate issues. Specifically, we will outline six evidence-based considerations for organizations aiming to promote pro-environmental behaviors through messaging, advertising, and social marketing. Practical examples are provided across all six considerations to promote behavior change to reduce the rapidly increasing rate of climate change.