Niamh Murtagh

Values, identity and pro-environmental behaviour

The importance of understanding and promoting pro-environmental behaviour among individual consumers in modern Western Societies is generally accepted. Attitudes and attitude change are often examined to help reach this goal. But although attitudes are relatively good predictors of behaviour and are relatively easy to change they only help explain specific behaviours. More stable individual factors such as values and identities may affect a wider range of behaviours. In particular factors which are important to the self are likely to influence behaviour across contexts and situations. This paper examines the role of values and identities in explaining individual pro-environmental behaviours. Secondary analyses were conducted on data from three studies on UK residents, with a total of 2694 participants. Values and identities were good predictors of pro-environmental behaviour in each study and identities explain pro-environmental behaviours over and above specific attitudes. The link between values and behaviours was fully mediated by identities in two studies and partially mediated in one study supporting the idea that identities may be broader concepts which incorporate values. The findings lend support for the concept of identity campaigning to promote sustainable behaviour. Moreover, it suggests fruitful future research directions which should explore the development and maintenance of identities.

The relationship between motivations of architectural designers and environmentally sustainable construction design

Research on sustainability in construction design has tended to focus on technological, institutional and economic drivers, but there has been little change in the industry. Social scientific approaches offer insights on the lack of progress. However, few previous studies have investigated psychological factors despite the pivotal role of the individual professional decision-maker. The aim was to understand what personal motivations drive architectural designers to pursue sustainable design in their work and whether non-environmental motivations can drive sustainable outcomes. Twenty-eight architectural designers in 14 small firms in the London area were interviewed. Thematic analysis was conducted, informed by the self-determination theory of motivation. Although extrinsic motivators were noted, autonomous motivations including a moral imperative and personal commitment predominated. Further, the participants demonstrated other self-determined motivations including realization of self-identity, pursuit of quality in design and awareness of their work’s impact on people. These autonomous motivations align closely with sustainability principles including design for durability, high standards and technical expertise. The findings point to the risks of reliance on extrinisic motivators such as regulation, and the opportunities to engage architectural designers more extensively in sustainable design by linking sustainability to autonomous motivations.

The role of environmental sustainability in marketing of small architectural design practices

Environmental sustainability in construction is a pressing concern. Despite their importance to the industry, and evident differences from large organizations in business strategy, markets and challenges, the literature has little to say about how small architectural design firms view the marketing potential of improved environmental sustainability. The aim is to address this gap by examining practitioner experience of sustainability and marketing in small architectural design practices. Semi-structured interviews were conducted with 16 such practices. A critical interpretive stance was adopted in analysis, drawing on the theoretical framings of service-dominant logic (SDL) and relationship marketing. Sustainable design is part of the co-creation of value in architecture, enhancing the value proposition beyond a cost basis. Its inclusion contributed to business development through referrals. Taken together, co-creation of value and asymmetry of knowledge between professional and client drive the conclusion that the architectural designer has primary responsibility in guiding clients towards greater environmental sustainability. This responsibility and the role of sustainability in business development were not necessarily recognized by the designers. Insights from SDL challenge assumptions that cost and lack of client demand prevent greater sustainability in design.

Managing professional jurisdiction and domestic energy use

ABSTRACT Professionals involved in organizing and undertaking domestic works, such as extensions, maintenance and refurbishment, have an important role in influencing how homes are configured and how occupants live within them. Despite this, the professional identities of these actors, and their impact on domestic energy use, is often overlooked. In response, this paper argues that one useful way of examining their influence is to consider how professional identities shape everyday working practices in relation to clients. Data from two UK interview and observation studies are combined: one with heating installers and the other with architects. The data are analysed using concepts from Abbott’s ‘system of professions’ framework that focuses on how the routine working practices of professional groups are born of how they see themselves and the tasks for which they are responsible. This comparison provides insights into how these two groups manage their professional ‘jurisdictions’ during their client interactions and what this means for policy-makers and industry representatives hoping to influence their work in pursuit of less carbon-intensive living. It also points to the value of further in-depth studies that explore how the routine management of professional jurisdiction impacts upon domestic energy use in a range of contexts.

Workplace energy use feedback in context

Energy consumption in offices is particularly important amongst the environmentally impacting activities of office workers. Almost 70 per cent of this consumption is electricity, with information and computing technologies amongst the highest uses. In this chapter, we explore the question of whether individual energy feedback can influence behaviour. Research evidence on feedback in the home is reviewed but despite extensive research, the mix of approaches, small sample sizes and absence of control groups, baseline usage and inferential statistical analysis pose a challenge to conclusive findings – published studies report wide variation. In the workplace, approaches, interventions and outcomes have also been varied. A common conclusion of such studies is that interventions in the workplace can contribute to behaviour change and reduction in energy consumption and, in particular, that feedback can be an effective component of intervention. However, the chapter concludes that, despite a rapidly growing empirical base, definitive findings from the workplace remain elusive. The psychological mechanisms by which feedback may work are still unknown. Information deficit alone is insufficient as an explanation. The most promising constructs to explore further are motivation and meaning, awareness (even though we know that raised awareness in itself does not necessarily result in changed behaviour) and self-efficacy. Behaviour change requires motivation beyond the provision of information. Furthermore, the time for feedback aimed simply at energy reduction is gone. As economies shift towards lower carbon, the issue is no longer one of less energy use but shifting energy use to renewable sources alongside reducing waste. Energy at work is consumed in a collective endeavour and workers should be involved in energy-saving strategies.

The role of building control surveyors and their power in promoting sustainable construction

Abstract In England, building regulations govern aspects of a building’s environmental performance. The Building Control Surveyor reviews designs and on-site construction in order to evaluate, and ultimately certify, compliance with the regulations, but little research has been carried out to investigate the role of these professionals in promoting sustainable construction. A qualitative study was conducted, comprising semi-structured interviews with 21 building control surveyors and 4 key informants from professional bodies in England. The building surveyors initially positioned their power as wholly derived from the regulations, thus constraining their contribution on sustainability to regulation enforcement. However, this stood in contradiction to their recognition of being valued and influential members of the project team. Descriptions of day-to-day activities included sharing common goals with the team, providing guidance based on their knowledge and experience, and developing collaborative relationships. Based on theories of power, these practices may be seen as processes of power. The primary conclusion is that building control surveyors are indeed powerful in the project team, and, with greater recognition of the varied forms of power available to them above and beyond regulatory certification, they could extend their influence in daily working interactions to promote more sustainable construction.

Moral, Wasteful, Frugal, or Thrifty?Identifying Consumer Identities to Understand and Manage Pro-Environmental Behavior:

Moral motives are important for pro-environmental behavior. But such behavior is not only motivated by moral or environmental concerns. We examined what higher order motives, other than morality, may be important for understanding pro-environmental behavior, by studying consumer identities. In three studies (N = 877) four consumer identities were distinguished: moral, wasteful, frugal, and thrifty. Frugal and moral consumer identities were most salient and were the strongest predictors of pro-environmental behaviors, but in different ways. Frugality, which is related to, but distinct from thriftiness, was particularly important for behaviors associated with waste reduction of any kind (including money). The findings suggest that people adopt the same behavior for different reasons, in ways consistent with their consumer identities. People manage multiple consumer identities simultaneously, and environmental policy is likely to be more effective if it addresses these multiple identities.