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How to change consumer behaviours.

Saadi Lahlou1

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Understanding consumer behavior is key to promoting healthier diets and environmental sustainability. Interventions must address the three layers of behavioral

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Area of Science:

  • Behavioral Science
  • Environmental Studies
  • Public Health

Background:

  • Consumer behavior change offers significant health, economic, and environmental benefits.
  • Despite extensive research, behavioral change interventions, particularly in diet, show limited success.
  • Existing models often overlook crucial contextual factors influencing behavior.

Purpose of the Study:

  • To describe the three layers of behavioral channeling: physical affordances, embodied competences, and social regulation.
  • To explain how these 'installations' can be modified to foster behavioral change.
  • To outline steps for designing interventions that leverage these installations.

Main Methods:

  • Analysis of the three-layered structure of behavioral channeling ('installations').
  • Detailed examination of physical, embodied, and social components.
  • Exploration of how to adapt these layers across the entire behavioral path (procurement to disposal).

Main Results:

  • Behavioral change is channeled through a resilient, three-layered system of installations.
  • Redundancy within this system aids in training, guiding, and repairing behavior.
  • Adaptation of installations across all layers is necessary for effective change, especially in eating behavior.

Conclusions:

  • Behavioral change interventions require a holistic approach, targeting physical, embodied, and social aspects.
  • Intervention design should consider the agency of change agents (e.g., resources, power).
  • Leveraging the 'installation' framework provides a structured method for designing effective behavioral change strategies.