Theory Statement and Logic Model:
Carbon Footprint of Agnes Scott College
Callie Pierce, Hannah Martin, Jordan Keesler, Sonia Patel
Agnes Scott College
- Theory Review :
When engaging in environmental communication and outreach often it is helpful to understand the motivating factors of people’s behaviors. Altruism theory suggests that for one to act environmentally they must focus beyond the self and into the larger community; however, this can only be accomplished once an individual’s “self-esteem, belonging, personal control, self-efficacy, and optimism” has been met (Kollmuss, 2002). Altruism itself does not denote self-sacrifice necessarily, but when performed in the absence of self-interested motives it is described as “‘pure’ altruism” (Kraut, 2016). In regards to environmental behavior this translate to two key tenets. First, those who are selfish in nature are less likely to engage in pro-environmental behavior. Secondly, those who have satisfied personal desires and needs are more likely to engage in pro-environmental behavior due to an excess of resources to devote toward a larger social cause (Kollmuss, 2002). This underlying motivational shift occurs as a result of awareness of others and their strife and a feeling of responsibility of that strife. This guilt consequently results in behaviors that alleviate strife of oneself, others, and the world.
Foundationally, this theory is based on the altruism theory coined by Schwartz (1977) but was shaped by Eisenberg and Miller in 1987 where additional frameworks were added and edited by Wackernagel and Rees (1997), Diekmann and Franzen (1999), along with Allen and Ferrand (1999) to name a few (Kollmuss, 2002). Through their research, they constructed a framework for analyzing what factors influence a person’s decision more in regards to behavioral changes. For example, a person who feels deep guilt for hurting fish in the ocean by their use of plastic may act more on their guilt rather than feeling pressure from the actual fish themselves. On the contrary, a doctor may be heavily influenced by the environmental impact on their patients, but not necessarily trees in the rainforest. In turn, this theory has been able to morph the communication strategies presented by environmentalists in encouraging behavior change by understanding their audience better.
- Application to Carbon Footprint Campaign :
The altruism theory heavily applies to the issue of Carbon Footprint through many ways in the Agnes Scott Community. The three orientations described by Stern in the “Mind the Gap” article are components within each person, but at are displayed at varying strengths in individuals (Kollmuss, 2002). The “social/altruistic” orientation is an orientation that many Agnes students may display, because of their genuine concern for the well-being of vulnerable individuals around the world that may be affected by the consequences of environmental problems. The altruism theory states that genuine concern or compassion for the well-being of humans will influence an individual to perform a certain behavior to reduce the problems humans are facing.
The article “Public Perception of Climate Change” mentions the idea of how people who genuinely want to help the environment go through the stages of behavioral change, willingness to act, and the ability to live a more sustainable lifestyle (Semanza et al., 2008). This idea can be combined with the altruism theory to create effective and affordable strategies to reduce students’ carbon footprints. Another prominent barrier to behavioral change mentioned was being unaware of whether the low-carbon footprint lifestyle was meaningful or effective for the overarching issue of carbon emissions. The altruism theory would aid to inform Agnes students on how people and the environment would be affected if every person reduced their carbon emissions by a minimal amount. The most significant guidance our team will receive from using the altruism theory is the idea that Agnes students have a tendency to care about the inequalities and challenges around the world, and would possibly want to be a part of reducing their personal footprint, provided that we deliver clear messages on how to go about making a change.
Our team decided to use the altruism theory for our campaign because we believe it will allow us to influence small behavior changes through the concept of the students’ altruistic orientation. The use of this theory in our campaign could spark a popular movement of how small impacts such as proper disposal of waste can have tremendous effects on people and the economy, which in turn will affect the students as well. By using this theory to guide our campaign we will be able to encourage the students to act, but also let their friends know about this initiative and educate them on how they can live a more sustainable lifestyle, without necessarily donating time and money to the cause.
- Theory Strengths and Limitations :
The altruism theory addresses both the personal interests and priorities of the individual as well as those humans outside of the individual and the nonhuman world who are affected by the behavior. Typically, the concern for the needs of others outside of the individual are not taken into account. The Agnes Scott student population generally cares about the wellbeing of those marginalized and/or those systematically oppressed by the more affluent and powerful, which makes the theory strong in terms of application to the target community. However, the theory is narrow and assumes that people who have had their needs met and feel responsible for others’ suffering will care about other people and the biosphere more, when this may not necessarily be the case. This is reflected in how richer, more affluent countries who have their basic needs met continue to be the most carbon-emitting nations in the world. Economic gain should be taken into consideration when determining the likelihood of pro-environmental behavior. In a broader sense, incentives should be considered and incorporated into the theory more explicitly. Additionally, cultural and personalities factors are not taken into account. Behavior is heavily influenced by societal pressures, past experiences, and learning.
Theory of planned behavior and social learning theory (taken from lecture) would be beneficial to apply in order to supplement the altruism theory. The theory of planned behavior takes into account the normative beliefs, the perceived behavioral control, and the attitude towards the behavior. Preexisting attitudes are important as they influence how communications are received and what stage of behavioral change the individual is in. Normative beliefs about what the norm is for the Agnes Scott community and the cultural norm are important to consider. The U.S. has a notorious consumer culture with relatively little regard for waste. The perceived behavioral control as students may not understand how simple it is to conserve energy in an impactful manner. The social learning theory addresses the way that habit creates a barrier to behavioral change in considering reducing carbon emissions. By the age that most students attend college, people have already learned how to perform specific behaviors without consciously thinking about it. The communications material needs to somehow encourage students to relearn these habits in a way that is more carbon conscious. By reflecting on the strengths and weaknesses of the altruism theory our team can successfully create a communication strategy that achieves our intended purpose of lowering our students’ carbon footprint.
References
Kollmuss, A., & Agyeman, J. (2002). Mind the Gap: Why do people act environmentally and what are the barriers to pro-
environmental behavior? Environmental Education Research, 8(3), 239-260. doi:10.1080/13504620220145401
Kraut, R. (2016, August 25). Altruism. Retrieved February 23, 2018, from
https://plato.stanford.edu/entries/altruism/#MixeMotiPureAltr
Semanza, J.C., Hall, D.E., Wilson, D.J., Bontempo, B.D., Sailor, D.J., & George, L.A. (2008). Public Perception of Climate
Change. American Journal of Preventive Medicine, 35(5), 479–487. doi:
https://doi.org/10.1016/j.amepre.2008.08.020
(May 2018)
