Applying Behavioural Theory to the Challenge of Sustainable Development: Using Hairdressers as Diffusers of More Sustainable Hair-Care Practices

Abstract

The challenges presented by sustainable development are broadly accepted, yet resource use increases unabated. It is increasingly acknowledged that while technical solutions may play a part, a key issue is behaviour change. In response to this, there has been a plethora of studies into how behaviour change can be enabled, predominantly from psychological and sociological perspectives. This has resulted in a substantial body of knowledge into the factors that drive behaviour change and how they can be manipulated to achieve desired social goals. In this paper, we describe a study that draws on this body of knowledge to design an intervention to drive behaviour change across the hairdressing sector, and by the process of diffusion, across the vast social networks of this occupational group to influence domestic hair-care practices. The intervention was successful: hairdressers indicated positive intentions to adopt more sustainable practices within their salons and pass them onto their customers. The customer survey (N = 776) confirms this: customers surveyed after their hairdresser attended the Green-Salon-Makeover intervention were significantly more likely to report that environmental issues had been considered in their salon visit and that they themselves would consider such issues in their hair-care practices at home than customers who were surveyed before the intervention.

Constructing the food waste issue on social media: a discursive social marketing approach

“…Our findings support those of Carrigan et al (2011) as well as Baden and Prasad (2016), who claim that the relationships between individuals and organisations are important in fostering social norms and meanings that can drive change towards sustainability. Hence, the way how individuals in our data posted and reposted as both private consumers and employees of an organisation attests to the value of addressing people in various rolesnot only as consumers.…”

“…This also echoes the social norms approach introduced in the social marketing literature, relying on the idea that people tend to act upon what they think is normal (Burchell et al, 2013). With sustainability issues, the change often begins with some actors disrupting the status quo by showing alternative practices (Baden & Prasad, 2016;Carrigan et al, 2011). The exhibition discourse highlights the practices of some actors, such as retailers and companies, as the main carriers of practices, implicitly setting an example for other actors.…”

Systematic Literature Review Of Sustainable Fashion Consumption From 2015 To 2019

“…Environmentally fashion can be described as a fashion involving with an overall process that can maximise the benefits to all wherein minimise the carbon footprint impacts (Joergens, 2006). Based on this systematic review, two studies were focussing on clothing (Khare & Varshneya, 2017;Matthews & Rothenberg, 2017); four studies of general product (Kim et al, 2016;Paparoidamis & Tran, 2019;Saleem et al, 2018;Shin et al, 2018); three studies of luxury items (Ali et al, 2019;Fiore et al, 2017;Han et al, 2019), while nine studies were focussing on cosmetics (Ahmad & Omar, 2018;Amos et al, 2019;Baden & Prasad, 2016;Chin et al, 2018;Ghazali et al, 2017;Hsu et al, 2017;Kahraman & Kazançoğlu, 2019;Ndichu & Upadhyaya, 2019;Pudaruth et al, 2015;). Past research by Khare and Varshneya (2017) show that relatives and friends are not important drivers in influencing the organic clothing purchase decisions of youths in India.…”

Sustainable Development of Green Building Based on Intuitionistic Fuzzy Analytic Hierarchy Process

“…The whole process of building activities causes rapid deterioration of the ecological environment and heavy energy burdens. Therefore, facing the sustainable development, in the process of building production, saving resources and strengthening the recycling of materials and waste disposal in the construction process will play an important role in building a "two-oriented society" in China (Baden and Prasad, 2016). Sustainable development of "housing construction enterprises" should run through the whole process of preparing, planning, design, construction and maintenance after use.…”