Interventions as Soft Policies to Support Sustainable Behavior

Abstract

It is not always easy for consumers to estimate ecological factors of products. These characteristics of products from production to disposal are trust characteristics, because they “are not written on its forehead”. In a few consumption areas eco-labels are established, e.g. food. In others, they are not, e.g. transportation. There is a need of transparent and believable information to teach consumers. Information, training and education can empower people to make well-founded decisions. In many social groups (sinus milieus) informing is not enough. The awareness of sustainability is quite low and additional measures needed. Motivation, reflexion, coinage and economic benefits are the key to get these people to act more environmental-friendly. Measures like these are soft policies in the field of transportation and mobility. There are no restrictions or changes to the infrastructure. Soft policies are implemented much faster and with lower financial investment. In 1993 Dwyer et al. investigated different types of soft policy measures to preserve the environment, so called interventions to change individual behaviour and decisions and diffusions to spread changes into community and to penetrate all social groups. More than a quarter century later digital mediums and a high level of social connection and interaction opened up new ways to intervene and diffuse. This paper presents new formats based on the development of 1993 tested formats. Formats are compared to Dwyer et al., Mosler and Schade.