Applying Behavioural Theory to the Challenge of Sustainable Development: Using Hairdressers as Diffusers of More Sustainable Hair-Care Practices
Applying Behavioural Theory to the Challenge of Sustainable Development: Using Hairdressers as Diffusers of More Sustainable Hair-Care Practices
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DOI：
10.1007/s10551-014-2398-y
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发表时间：
2016-01-01
影响因子：
6.1
通讯作者：
Prasad, Swarna
中科院分区：
文献类型：
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作者：
Baden, Denise;Prasad, Swarna
可持续发展带来的挑战已被广泛接受，但资源使用却有增无减。人们越来越认识到，尽管技术解决方案可能起到一定作用，但一个关键问题是行为改变。作为对此的回应，已经有过多的研究主要从心理学和社会学的角度研究如何才能实现行为改变。这导致了对驱动行为改变的因素以及如何利用这些因素来实现预期的社会目标的大量知识。在这篇论文中，我们描述了一项研究，该研究利用这一知识体系来设计一种干预措施，以推动整个美发行业的行为变化，并通过扩散的过程，通过这一职业群体的巨大社会网络来影响国内的护发实践。干预是成功的：理发师表示，他们有积极的意愿在他们的美发沙龙内采用更可持续的做法，并将其传递给他们的客户。客户调查(N=776)证实了这一点：与干预前接受调查的客户相比，在理发师参加绿色沙龙-美容干预后接受调查的客户更有可能报告在他们的沙龙访问中考虑了环境问题，并且他们自己在家里的头发护理实践中也会考虑这些问题。
The challenges presented by sustainable development are broadly accepted, yet resource use increases unabated. It is increasingly acknowledged that while technical solutions may play a part, a key issue is behaviour change. In response to this, there has been a plethora of studies into how behaviour change can be enabled, predominantly from psychological and sociological perspectives. This has resulted in a substantial body of knowledge into the factors that drive behaviour change and how they can be manipulated to achieve desired social goals. In this paper, we describe a study that draws on this body of knowledge to design an intervention to drive behaviour change across the hairdressing sector, and by the process of diffusion, across the vast social networks of this occupational group to influence domestic hair-care practices. The intervention was successful: hairdressers indicated positive intentions to adopt more sustainable practices within their salons and pass them onto their customers. The customer survey (N = 776) confirms this: customers surveyed after their hairdresser attended the Green-Salon-Makeover intervention were significantly more likely to report that environmental issues had been considered in their salon visit and that they themselves would consider such issues in their hair-care practices at home than customers who were surveyed before the intervention.