Embedding Sustainability in the Hairdressing Curriculum - Sustainable Solutions for the Hair & Beauty Sector

尽管努力提高人们对可持续发展和环境问题挑战的认识，但个人行为改变缓慢。这项拟议的知识交流研究基于之前一项研究的结果，该研究探索了一种创新的自下而上的社会营销方法的有效性，该方法鼓励环保行为，将理发师作为“催化剂”，在其社交网络中传播与负责任的化学、能源和水使用有关的知识。社会心理学研究和对行为变化的研究表明，行为的一个关键驱动因素是社会规范。然而，即使当人们意识到他们应该做什么(禁令规范)时，一个更强大的行为驱动因素是描述性规范，即其他人正在做的事情。因此，改变行为的尝试需要考虑到社会规范。在我们最初的研究中，我们以理发师为目标，因为他们比几乎任何其他职业都能与更多的人交谈，因此在影响与头发护理相关的规范方面处于有利地位。美发师使用大量的能源、水和化学品，但我们去年的研究表明，尽管人们对可持续发展的重要性越来越关注，公众也越来越多地发表声明，但美发行业几乎没有意识到这一点。因此，理发师对环境问题缺乏关注构成了一种与可持续发展意识相对立的社会规范，特别是洗发、烘干和染发，这些都是在家里进行的活动。在我们最初的研究中，我们发现，一旦提高了理发师的意识，理发师就会有动力调整他们的做法，以减少能源、水和产品的使用，并减少浪费。在参与我们研究的理发师客户中，环保护发实践的意识也有了明显的提高。因此，我们的研究表明，提高人们对更环保的护发做法的认识，不仅可以减少整个美发行业对环境的影响，还可以为普通民众制定与使用能源、水和有毒化学品有关的更环保的社会规范。作为我们最初研究的一部分，我们为理发师举办了一些“绿色沙龙改头换面”研讨会。这些讲习班确定的关键问题包括：在沙龙内节约资源效率的潜力，关于能够使沙龙减少其能源、水和产品使用的产品和做法的想法，以及如何向客户和整个行业更广泛地参与、纳入和促进可持续性方面。尽管我们最初的研究证明了让理发师参与环保行为的有效性，但由于我们能够获得的样本量相对较小，其影响有限。因此，为了最大限度地扩大影响并将相关的环境知识植入整个部门，拟议的知识交流计划旨在培训培训者。具体地说，将所学到的知识传授给英国美发学院的培训师、大型沙龙连锁店的培训师和行业活动中的培训师。这将涉及与发展和授予美发资格的组织合作，如VTCT和City and Guilds。这种知识交流活动将使VTCT和City and Guilds受益，帮助他们调整目前的美发课程和奖项，以纳入环境因素。接受过环境方面培训的沙龙可以从减少资源使用中获得成本效益，并从减少使用有毒化学品中获得健康好处。同样，接触到更有效的头发护理做法的客户(例如，只洗一次，使用更少的洗发水/干洗发水，更少地烘干，更容易护理的发型等)节约能源和成本。能源消耗的相应减少也有助于政府实现其排放目标。

Despite efforts to raise awareness of the challenges of sustainable development and environmental issues, individual behaviour has been slow to change. The proposed Knowledge Exchange study is based on the results of a previous study that explored the efficacy of an innovative bottom-up social marketing approach to encourage pro-environmental behaviour, using hairdressers as 'catalytic individuals' to diffuse knowledge relating to responsible chemical, energy and water use across their social networks. Social psychological research and research into behaviour change indicate that a key driver of behaviour is social norms. However even when people are aware of what they should do (injunctive norms) a stronger driver of behaviour is descriptive norms i.e. what everyone else is doing. Therefore, attempts to change behaviour need to take into account social norms. In our original study we targeted hairdressers on the basis that they talk to more people than almost any other occupation and therefore are in a strong position to affect norms relating to hair care. Hairdressers use a lot of energy, water and chemicals, but our research last year indicated that, despite the increased concerns and public pronouncements on the importance of sustainability, little awareness has filtered into the hairdressing sector. This lack of attention to environmental issues by hairdressers then constitutes a social norm that is antagonistic to sustainability awareness, especially hair-washing, drying and colouring, which are activities that are carried out at home. In our original study we found that once their awareness had been raised, hairdressers were motivated to adapt their practices to reduce energy, water and product use and decrease waste. There was also a demonstrated increase in the awareness of environmentally friendly hair care practices among the customers of hairdressers that participated in our study. Thus our research indicated that raising awareness of more environmentally friendly hair care practices can not only reduce the environmental impact of the hairdressing sector as a whole, but also presents a powerful means of developing more pro-environmental social norms relating to use of energy, water and toxic chemicals for the general population. As part of our original research, we ran a number of 'Green Salon Makeover' workshops for hairdressers. Key issues identified from these workshops included: the potential to make resource efficiency savings within the salon, ideas on products and practices that can enable salons to reduce their energy, water and product use, and how to engage, incorporate and promote sustainability aspects to clients and across the sector more generally. Although our original study demonstrated the efficacy of engaging hairdressers in pro-environmental behaviours, its impact was limited due to the relatively small sample size we were able to access. Thus to maximise impact and embed relevant environmental knowledge across the sector, the proposed knowledge exchange scheme aims to train the trainers. Specifically, to pass on the knowledge gained to trainers in UK hairdressing colleges, trainers for large salon chains and at industry events. This will involve working with organisations that develop and award hairdressing qualifications such as VTCT and City and Guilds.Such knowledge exchange activities will benefit VTCT and City and Guilds by helping them to adapt their current hairdressing courses and awards to include environmental aspects. Salons who have been trained to consider environmental aspects can gain cost benefits from reduced resource use, and health benefits from reduced use of toxic chemicals. Similarly, clients exposed to more efficient hair care practices (e.g. washing just once, using less shampoo/dry shampoo, drying less, more easy care hairstyles etc.) make energy and cost savings. The corresponding reductions in energy use also helps the government meets its emissions targets.