100
T. S. Shwetha and A. Kaur
4.4 How Can Psychology Help to Promote Sustainable
Behaviour?
The Brundtland Report of the World Commission on Environment and Development (WCED) in 1987 defined sustainable development as “meeting the needs of
the present without compromising the ability of future generations to meet their
own needs” (p. 363). Therefore, in order to make the switch to sustainable development, sustainable behaviours must be emphasised and promoted. Psychology is
the science of human behaviour. Therefore, it seems imperative for the study of
environmental policy, especially with regard to the more complex environmental
problems. Environmental problems, are in fact social and behavioural problems,
and they need to be addressed as such [44]. Such behaviours are in fact a result of
the underlying cognitions—our thoughts, values, beliefs and feelings. Psychology
can help in understanding the factors that drive non-sustainable behaviour, identifying barriers to sustainable behaviours, develop strategies that can encourage proenvironmental action and motivate people and governments alike to move towards
change, enhancing communication among the stakeholders regarding environmental
issues, inspire environmental education, policy development, as well as assist in the
final implementation and enforcement of such changes [43].
Currently, the major threat to the world is the continuous reckless consumption
of human beings and degradation that is causing irreversible harmful changes to the
environment. This behaviour impacts the entire population, and further, the generation to come as well. Therefore, it is important that a psychological perspective to
this problem is gained. The major aspect of environmental psychology is the focus on
human behaviour as a cause of such problems, which can all be reversed by adapting
more pro-environmental behaviour by the individuals [51]. It had been predicted
earlier by George [34] that by the year 2020, about 20% of the population would
become “environmental refugees” because of the widespread damage that would be
done to the different regions. We cannot be sure of the exact estimate of these group
of people today, but one can say with assurance that the people are now becoming
more sensitive to environmental issues and are genuinely changing towards adopting
sustainable and eco-friendly ways.
There has been a shift on the factors for sustainability that we currently focus on.
Earlier, in the more traditional sense, sustainable development [13], Harris, 2003)
was based on the three “Es”, i.e., economy, equity, ecology. Along with these was a
focus on the right of the future generations to enjoy the environment and access and
make better use of the resources. Psychologically, sustainability views not only the
ecological and social environment but focuses on bettering and enhancing everyone’s
well-being [25]. Here we see the difference—while the earlier description of sustainable development focused on the destruction, exploitation, irreversible depletion, etc.,
the new description emphasises on the promotion of change, growth, enrichment (Di
Fabio, 2016).
T. S. Shwetha and A. Kaur
4.4 How Can Psychology Help to Promote Sustainable
Behaviour?
The Brundtland Report of the World Commission on Environment and Development (WCED) in 1987 defined sustainable development as “meeting the needs of
the present without compromising the ability of future generations to meet their
own needs” (p. 363). Therefore, in order to make the switch to sustainable development, sustainable behaviours must be emphasised and promoted. Psychology is
the science of human behaviour. Therefore, it seems imperative for the study of
environmental policy, especially with regard to the more complex environmental
problems. Environmental problems, are in fact social and behavioural problems,
and they need to be addressed as such [44]. Such behaviours are in fact a result of
the underlying cognitions—our thoughts, values, beliefs and feelings. Psychology
can help in understanding the factors that drive non-sustainable behaviour, identifying barriers to sustainable behaviours, develop strategies that can encourage proenvironmental action and motivate people and governments alike to move towards
change, enhancing communication among the stakeholders regarding environmental
issues, inspire environmental education, policy development, as well as assist in the
final implementation and enforcement of such changes [43].
Currently, the major threat to the world is the continuous reckless consumption
of human beings and degradation that is causing irreversible harmful changes to the
environment. This behaviour impacts the entire population, and further, the generation to come as well. Therefore, it is important that a psychological perspective to
this problem is gained. The major aspect of environmental psychology is the focus on
human behaviour as a cause of such problems, which can all be reversed by adapting
more pro-environmental behaviour by the individuals [51]. It had been predicted
earlier by George [34] that by the year 2020, about 20% of the population would
become “environmental refugees” because of the widespread damage that would be
done to the different regions. We cannot be sure of the exact estimate of these group
of people today, but one can say with assurance that the people are now becoming
more sensitive to environmental issues and are genuinely changing towards adopting
sustainable and eco-friendly ways.
There has been a shift on the factors for sustainability that we currently focus on.
Earlier, in the more traditional sense, sustainable development [13], Harris, 2003)
was based on the three “Es”, i.e., economy, equity, ecology. Along with these was a
focus on the right of the future generations to enjoy the environment and access and
make better use of the resources. Psychologically, sustainability views not only the
ecological and social environment but focuses on bettering and enhancing everyone’s
well-being [25]. Here we see the difference—while the earlier description of sustainable development focused on the destruction, exploitation, irreversible depletion, etc.,
the new description emphasises on the promotion of change, growth, enrichment (Di
Fabio, 2016).