1 Klimapsykologi hvorfor det er s vanskelig gjre

1 Klimapsykologi – hvorfor det er så vanskelig å gjøre det riktige Christian A. Klöckner

Steen‐Olsen, K. , Wood, R. , & Hertwich, E. G. (2016). The Carbon Footprint of Norwegian Household Consumption 1999– 2012. Journal of Industrial Ecology. 2 Utgangspunkt: Karbonfotavtrykk av norske husholdninger, 2012

3 Kunnskap om klimafotavtrykk

4 Motivasjon-Evne-Mulighet-Model (Thøgersen, 2009) Evne Kunnskap Vaner resurser Motivasjon Verdier Antakelser Holdninger Subjektive normer Atferdsintensjoner Miljøatferd Atferdskontroll Muligheter Strukturelle betingelser

5 Selv-regulasjonsmodell av atferdsforandring (Bamberg, 2013) Positive emosjoner forventet med måloppnåelse Personlige normer Målintensjon Negative emosjoner Opplevd ansvarlighet Opplevd gjennomførbarhet Synlige sosiale normer Atferdskontroll Handlingsplanlegging Atferdsintensjon Holdninger til de forskjellige atferdsforandringsstrategier Implementeringsintensjon Kognitiv planlegging Atferd Evne til å «komme tilbake» Evne til å opprettholde Opplevde negative konsekvenser av eget atferd Førbesluttelse Føraksjon Aksjon Etteraksjon

6 Studie biff 1 (N=869) Average number of stage progressions per group 0. 4 0. 35 0. 3 Planned comparison of the tailored group against the others is significant (t=2. 164, df=864, p=. 031) 0. 36 0. 25 0. 21 0. 2 0. 15 0. 11 0. 05 -0. 02 0 control all info random tailored -0. 05 • • • Klöckner, C. A. (under review). A stage model as an analysis framework for studying consumer behavior change – the case of beef consumption reduction in Norway. Klöckner, C. A. , & Prugsamatz, S. Ofstad (under review). Tailored information helps people progress towards reducing their beef consumption. Klöckner, C. A. , & Prugsamatz, S. Ofstad (in prep). Effects of tailored information on reduction of beef consumption and its psychological determinants.

7 Studie biff 2 (N=3559) 2. 5 2. 06 2 Average number of stage progressions per group 1. 5 T 1 ->T 2 1 T 1 ->T 3 0. 87 0. 74 0. 66 0. 5 0. 36 0. 18 0. 13 0. 24 0 control • • • all info random tailored For both the T 1 -> T 2 (t=14. 123, df=2614. 78, p<. 001) and the T 1 ->T 3 (t=34. 943, df=2658. 70, p<. 001) transition the planned comparisons are highly significant Klöckner, C. A. (under review). A stage model as an analysis framework for studying consumer behavior change – the case of beef consumption reduction in Norway. Klöckner, C. A. , & Prugsamatz, S. Ofstad (under review). Tailored information helps people progress towards reducing their beef consumption. Klöckner, C. A. , & Prugsamatz, S. Ofstad (in prep). Effects of tailored information on reduction of beef consumption and its psychological determinants.

8 Atferdseffekter i studie 2 (N=3343) Difference in gram beef T 1 T 3. . . 80 60 40 20 0 -20 -40 -60 Control • • • All Tailored information Random Difference in gram beef T 1 T 3. . . 80 60 40 20 0 -20 -40 -60 -80 predecision preaction Klöckner, C. A. (under review). A stage model as an analysis framework for studying consumer behavior change – the case of beef consumption reduction in Norway. Klöckner, C. A. , & Prugsamatz, S. Ofstad (under review). Tailored information helps people progress towards reducing their beef consumption. Klöckner, C. A. , & Prugsamatz, S. Ofstad (in prep). Effects of tailored information on reduction of beef consumption and its psychological determinants. action postaction

9 Trekanten av effektive klimatiltak Villighet Rekkeviden Teknisk potensiale

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11 Klöckner, C. A. , & Nayum, A. (2016). Specific barriers and drivers in different stages of decision-making about energy efficiency upgrades in private homes.

12 Men kanskje kan spill hjelpe oss?

13 Eller kunst?

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15 Tusen takk… !