This work investigates the impact of human-human interaction on a target behaviour change by comparing the effect of programme delivery of a fixed set of tailored information via proximate but trivial interaction between subjects and volunteers, a set of well-produced single-topic colour leaflets, and a control on behaviour in a real world setting. The behaviour targeted was householder sorting of food waste into specialised bins in high-rise apartment buildings in Shanghai, China, measured by discreet direct daily weighing of waste fractions. The unit of analysis was the set of households in each building. Two versions of the volunteer delivery were trialled: one neutral in tone and action, and the second slightly positive in tone and action. Despite the existence of tens of theories about behaviour change and hundreds of empirical case studies of pro-environmental behaviour change programs, human-human interaction is not mentioned as a predictor and is only rarely as possibly moderating subsequent conduct.
Bibliographical note© 2018. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
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- School of Arch, Tech and Eng - Professor of Sustainable Waste Mngmt
- Experimental Design Practices Research and Enterprise Group
- Radical Methodologies (RaM) Research and Enterprise Group
- Values and Sustainability Research and Enterprise Group