The application of sustainable behaviour change strategies in three built environment companies

Bichard, E

Abstract

Purpose – The purpose of this paper is to describe the effect of methods derived from the study of
social psychology to motive better sustainable behaviour in the workforces of built environment
companies.
Design/methodology/approach – The paper outlines the multi-methodological approach used to
obtain the conclusions about the use of social psychological techniques. It also describes why case
studies were the most appropriate framework for the study, based on the complex nature of both the
companies that participated in the research, and the complex nature of sustainable development.
Findings – The study shows that the application of motivational methods based on social
psychology are effective in raising awareness of sustainability issues and, in one case, had a marked
effect on the future path of the company. Leaders of built environment companies that are interested in
improving sustainable performance should study these techniques and, in particular, consider their
leadership style and method of message transmission. The juxtaposition of hard evidence about the
effects the company is having on the environment and on society, combined with the use of theatre and
role play to make this serious message palatable and even enjoyable has a significant effect on the way
the messages are received, and the ability to receive positive support from the workforce in the future.
Originality/value – The techniques used in the study are based on an understanding that fact-based
motivation alone is insufficient to create lasting sustainable change. The use of techniques that involve
more intuitive or emotional methods is unusual in a predominantly conservative sector, and the
application of certain theatre-based techniques, and Forum Theatre in particular is an original
approach. The value of showing the efficacy of these techniques may be to accelerate the adaptation of
those built environment organisations that have been slowed to adopt a whole company approach
(including employee engagement) to sustainable performance.

Citation

Bichard, E. (2009). The application of sustainable behaviour change strategies in three built environment companies. Journal of Engineering, Design and Technology, 7(1), 7-20. https://doi.org/10.1108/17260530910947231

• Journal Article Type: Article
• Publication Date: Jan 1, 2009
• Deposit Date: Nov 6, 2014
• Journal: Journal of Engineering, Design and Technology
• Print ISSN: 1726-0531
• Publisher: Emerald
• Peer Reviewed: Peer Reviewed
• Volume: 7
• Issue: 1
• Pages: 7-20
• DOI: https://doi.org/10.1108/17260530910947231
• Publisher URL: http://dx.doi.org/10.1108/17260530910947231
• Related Public URLs: http://www.emeraldinsight.com/loi/jedt
• Additional Information: Funders : Funder not known