Climate change behaviours: Improving the use of psychology and communication models in mitigation campaigns

Abstract

This research developed and tested an integrated model of climate change mitigation behaviour that specifically focused on campaign relevant factors, and interviewed campaign designers to examine industry uptake of research and any associated issues. It highlights strong potential for value from the integrated model. Practitioners exhibited high variability in the use of communication and behavioural science research, with diverse barriers including lack of recognition of the existence of relevant research, difficulty identifying the most relevant research, and difficulty selecting suitable behaviour models. Despite these barriers, practitioners have developed coping mechanisms including strong networks to support knowledge sharing and joint outcomes.