ENST20001 Human Behaviour: Assessing Factors Influencing Action

This report explores the relationship between human behavior and environmental action, focusing on the influence of attitudes and contextual factors. It examines Stern's hypothesis that the attitude-behavior relationship is strongest when contextual factors are neutral. The research employs qualitative interviews with a water management board member, a tenant, and an environmental science student to gather diverse perspectives on water usage and conservation. The findings, analyzed through the lens of the Environmentally Responsible Behavior (ERB) theory, reveal a strong connection between water use behavior, attitude, and knowledge. The study highlights that while knowledge is important, it is not sufficient for promoting environmental action; individual control and confidence play crucial roles. The report concludes that beliefs and experiences shape attitudes, which in turn influence intentions and behaviors related to water conservation. Desklib offers similar solved assignments and resources for students.

Running head: HUMAN BEHAVIOR AND ENVIRONMENT 1
Human Behavior and Environment
Name
Institutional Affiliation

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Introduction
The research will be assessing whether personal accounts of environment action or
inaction are in line with the hypothesis: “the attitude-behaviour relationship is strongest when
contextual factors are neutral and approaches zero when contextual factors are strongly positive
or negative” (Stern 2000, p 415). Several research works have pointed out that the activities of
individuals have various impacts on the environment. This implies that people behaviors plays a
role in influencing both the positive and negative effects realized on the environment. Studies
indicate that consumer expenditures account for nearly two-thirds of domestic products, and this
suggests that environmental significance is accrued to consumer power (Willis et al., 2011).
Similarly, households also contribute leads to the production of carbon as well as other effluents.
Individual behaviours have direct impacts in the potential areas such as housing, energy-using
appliances, water, solid waste, food and transportation (Ivanova, Stadler, Steen‐Olsen, Wood,
Vita, Tukker, & Hertwich, 2016). One of the major areas that human behavior and attitude have
majorly influenced is water usage (Stoutenborough, & Vedlitz, 2014).
Natural water sources have become fragile, and it is clearly visible in different parts of
the world, including Australia. Such areas have realized long periods of drought. The demand of
water has reached to a point where it is unsustainable to enjoy the simple water uses such as
washing a car and refilling the swimming pool, and this is owed to the decreased levels of
varying rainfall patterns, increase in water consumption per capita, urbanization, and population
increase. There are several ways in which policymakers can influence sustainable use of water,
including water recycling, desalination, managing the demand for water to reduce consumption
(Stoutenborough, & Vedlitz, 2014). The aspect of behavior change is an important element that
would facilitate the success of policies related to water conservation.

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Research Question
Is there any relationship between water use behavior, attitude and knowledge?
The major theories that have been consistent with human behavior and environment
include responsible action theory, reasoned action theory, and planned behavior theory, the
value-belief theory of environmentalism and health belief theory. The topic of water usage as
one of the environmental problems is better explained by the theory of Environmentally
Responsible Behavior (ERB) (Cheng, & Wu, 2015). The theory was proposed by Hines,
Hungerford and Timera, where they argue that having an intention of acting is a significant
factor influencing ERB. However, according to the theory of ERB, the control center of the
individual’s attitude to initiate a particular intention can lead to improved behavior. It, therefore,
implies that focus on prevailing interactions between parameters that guide a person’s behavior
could lead to an impact on one of the variables influencing water usage.
A major challenge that water management and policymakers need to address is the
understanding of the society’s demand and behavior influencing water use. The existing
inaccuracy and inconsistency between attitudes and behaviors of water use is a major hindrance
towards initiating management measures in ensuring water conservation policies (Bronfman et
al., 2015). Identification of leverage points where the water use management policies could aim
their efforts is a necessary step towards minimization of water wastages.
Methods
For a proper understanding of the topic, and the relationship between the hypotheses,
three respondents were interviewed. The interviewees, through their responses, highlighted a
general picture describing water use and attitudes guiding an individual’s behavior. One of the

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interviewees was a member of the water management board within a community organization.
The other individual interviewed was a tenant residing within the community apartments, and
finally, the researcher interviewed a student pursuing an environmental course.
Result and Discussions
The theory of ERB integrates major variables that drive the individual process of
integrating attitudes and behavior in relationship to water use. The theory further holds that the
internal control center of individuals has significant impacts on acting intention and subsequently
determines the individual’s ERB correspondent. Moreover, the theory outlines the relationship’
existence between the attitudes, intentions to act behavior and control centre, and this influences
water use and conservation policies. Most importantly, the theory affirms that the control centre
directly influences an individual’s attitude, which, in one way, can be used to improve the
intention of acting and improving behavior targeting water use.
For instance, in the interview, the store owner is convinced that the government needs to
be the one that conserves water because it can do a lot more than a single citizen. The same
person also believes that he does not prefer individual action but prefers collective action. He is
not a person who would take the initiative to conserve the water unless he sees another person
doing the same. It is clear that his control center directly influenced his attitude towards feeling
that he needs to affirm that people are engaging in water conservation to take part in the same.
On the other hand, the student has joined an Environmental Club, and through this club,
he has been able to take part in several water conservation activities. With this, the student
believes that people have to take an active role in water conservation and not necessarily wait on
the government to do all the work. This shows that the control center of the students influences

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her decision to take an active role in water conservation. People do have different beliefs and
experiences which affects their behaviors. The beliefs do influence their attitudes, which in the
long run dictate their intention and behavior concerning water conservation (Gilbertson,
Hurlimann & Dolnicar, 2011). For instance, respondent two agrees that water conservation is an
important aspect of the environment. However, the same person is not ready to take control of
the situation and start conserving water without being influenced by other people first. The
person lacks the confidence of taking action and depends on the government to do all the work.
He thinks if he takes an individual effort, it would be negligible compared to what the
government can do.
Subjective norms and attitudes do impact the behavioral intentions of an individual. This
aspect can be used to predict the action of behavior that a person might highlight. For instance,
the first respondent is a member of the Water Management Board, the respondent is inclined to
have good intentions about water conservation and he does not leave it at that he goes on to make
appropriate action like formulating policies that would eliminate water wastage, as well as
creating awareness about sustainable ways of water usage. The same as the third respondent who
joined an Environmental Club because he had an intention of environmental conservation;
however, he did not stop there he took action and engaged in conservation activities such as
planting trees and raising awareness of proper water usage.
Conclusion
From the discussion and the result of the interview, it is clear that there is a strong
relationship between water use behavior, attitude and knowledge. All the respondents who took
part in the interview had information concerning the importance of water conservation. However,
not all of them participated in active conservation of water. This shows that having knowledge is

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not enough for a person to do a positive thing. Additionally, having the intention of doing good
does not necessarily mean that someone will automatically do a positive deed. Intentions need to
be followed with actions that correspond to the intended behavior as highlighted by the theory of
reasoned action. Once a person is unable to take control of their behavior or intention, then they
end up having the capacity to conserve water without wanting. The theory of ERB argues that
the internal control center of individuals influences their intention to particular behavior. This is
in line with Stern’s hypothesis, stating that “the attitude-behavior relationship is strongest when
contextual factors are neutral and approaches zero when contextual factors are strongly positive
or negative.” The theory of ERB ascertains this theory by confirming that the attitude of a person
dictates their behavior. Thus the intention of a person who is not willing to conserve water
translates to a person who has a negative attitude toward water conservation, which influences
his behavior.
The intention of a person who is not willing to conserve water translates to a person who
has a negative attitude toward water conservation, which influences his behavior. It is clear that
many people have an intention of conserving water but would fail to do so since they lack
control over the negative action and confidence to do the right thing. Some other people want to
conserve water but wait for other people to do the same so that they can start doing the right
thing. This shows that our environment and beliefs influence our attitudes, which in turn affects
our behaviors. The limitation of this study is that a small sample group was used to prove the
hypothesis, as well as the research question.

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References
Bronfman, N., Cisternas, P., López-Vázquez, E., Maza, C., & Oyanedel, J. (2015).
Understanding attitudes and pro-environmental behaviors in a Chilean
community. Sustainability, 7(10), 14133-14152. doi:10.3390/su71014133
Cheng, T. M., & Wu, H. C. (2015). How do environmental knowledge, environmental
sensitivity, and place attachment affect environmentally responsible behavior? An
integrated approach for sustainable island tourism. Journal of Sustainable
Tourism, 23(4), 557-576. https://doi.org/10.1080/09669582.2014.965177
Gilbertson, M., Hurlimann, A., & Dolnicar, S. (2011). Does water context influence behaviour
and attitudes to water conservation?. Australasian Journal of Environmental
Management, 18(1), 47-60. doi: 10.1080/14486563.2011.566160
Ivanova, D., Stadler, K., Steen‐Olsen, K., Wood, R., Vita, G., Tukker, A., & Hertwich, E. G.
(2016). Environmental impact assessment of household consumption. Journal of
Industrial Ecology, 20(3), 526-536: doi.org/10.1111/jiec.12371
Stoutenborough, J. W., & Vedlitz, A. (2014). Public attitudes toward water management and
drought in the United States. Water Resources Management, 28(3), 697-714.
https://doi.org/10.1007/s11269-013-0509-7
Willis, R. M., Stewart, R. A., Panuwatwanich, K., Williams, P. R., & Hollingsworth, A. L.
(2011). Quantifying the influence of environmental and water conservation attitudes on
household end use water consumption. Journal of environmental management, 92(8),
1996-2009. doi:10.1016/j.jenvman.2011.03.02

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Appendix
The interview took place between the neighbor, store owner, student and interviewer.
Open-ended questions were selected for these interviews; for this reason, the interviewees were
allowed to answer the questions freely as they felt. The questions were uniform for respondent
two and three, but for respondent one, they were quite different because of the nature of his
profession. This method was selected to ensure the researcher acquires professional and public
perspectives concerning water usage, attitudes and behaviors. The interviewees were made to
understand the purpose of the interview and the researcher assured them that their Personal
information would not be shared and the information collected was solely for educational
purposes. Thus, their consent was received before commencing the interview.
Interview with Member of the Water Management Board (Respondent 1)
The interview between the researcher and a member of the water management board
focused on the efforts that have been by the board to reduce household water wastage. Moreover,
the interview aimed at providing a clear understanding of the relationship between attitudes,
actions, and behavior regarding water use within the community. The interviewee is 35 years old
and is well conversant with environmental issues regarding water. He has been in the board for
more than five years hence have adequate experience, particularly water use.
(Interviewer (I) and Respondent (R))
I: What are some of the challenges you experience as a board in your efforts to enhance
water conservation?

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R1: the community members are reluctant towards embracing the strategies put in place to
conserve water. Some are citing lack of knowledge while others are lacking the inner control and
drive to take action towards water conservation.
I: Is there any instance you have witnessed one carelessly misuse water when handling
household chores?
R1: Hmm… it is a common scenario to witness people leave taps running when not in use. Most
people do not close the taps in the intervals of transferring containers, and some would
deliberately leave a tap open opened at full pressure and go about doing other house chores and
when they get back to the tap they will find a massive overflow has taken place and they close
their taps and go on their business like nothing just happened. This scenario is repeated and
becomes a habit with no time, and children get to learn the same and feel it is okay.
I: What would you cite to be a major underlying cause of water misuse within many
households?
R1: One of the major causes of water misuse is a negative attitude toward the laid down policies
and strategies aimed at conserving water. Furthermore, many individuals are generally
irresponsible to matters relating to environment conservation, arguing that their efforts are
negligible.
I: What are steps has the board made in helping to guide people on water use?
R1: One of the strategies towards water conservation has been an increase in awareness
concerning water conservation. The board has taken steps to repair leaking pipes and water
channels. The board is planning in airing advertisement that aim to sensitize people on proper
water usage.

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Interview with Store Owner (Respondent 2)
The attendant is 45 years old
I: How do you use water while at home?
R2: Generally, I use water to complete various house chores such as laundry, washing dishes,
and doing other general cleaning tasks just to keep everything tidy. I also use water for drinking,
washing my car and watering the lawn.
I: Over the past few years, have you done anything to reduce/increase water conservation?
R2: Yes, I had a leaking pipe that was ruined for about four months, and I always told myself
that I would find time to fix it but ended up procrastinating. However, one day, I just gathered
my tools and started fixing it.
I: Why do you (or don’t you) undertake to water your lawn frequently?
R2: water my lawn frequently, nearly four times a week; especially when the climate is dry. I
like it to be green and looking nice. I could water it every day if I could.
I: What do you see are the costs and benefits of your water use outdoors at home?
R2: The costs of water keeps on rising when I water my lawn for long hours as opposed to
compared to when I do it for a couple of minutes. I also have a swimming pool, and I rarely drain
it, I prefer to clean it, and it is what is recommended by law other than draining. The benefits
include having to enjoy the green lawn and enjoying a nice swim after sometimes after work and
during a hot Saturday with my family.

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I: What are some financial, political and/or legal factors that affect your decisions with
regard to water as an issue?
R2: Issue relating to financial is when I use a lot of water to conduct outdoor activities, the water
bill rises up; however, when I use a limited amount of water the bill is reasonable. Thus, I
usually water my lawn for shorter hours. This is why I chose to fix the leaking pipe as it
contributed to water misuse. On the legal part I have to use sprinklers between before 8am and
after 4 pm and this is why I decided to water the lawn after work. It is illegal to drain the
swimming pool; thus, I prefer to treat it, and when I need to drain it I have to get a permit, which
sometimes compromises my family when they want to swim since I have to go through the
process of getting a permit.
I: What financial, legal, or political factors prevent you from responding to the situation in
the way you would like to?
R2: The cost of water per cubic meter prevents me from watering my lawn for longer hours.
Additionally, the cost of and scarcity of water does not allow me to empty my swimming pool
every fortnight.
I: Do you think there is a necessity to conserve water? Why?
R2: Yes, I think it is necessary to conserve water because misuse of water leads to scarcity; thus,
when we experience drought it would be hard to get water even to drink eave alone watering the
lawn.
1: Do you sometimes feel it is not your duty to conserve water?

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R2: Yes, I feel the government should take an active role of building dams and reservoirs where
water can be stored for times when the country is experiencing water shortages and drought. The
leakages or any other form of water mismanagement that take place in people’s homes is very
negligible compared to what the government can do single-handedly.
I: Do you believe in individual or collective action of water conservation?
R2: I believe in collective action since it helps in realizing significant changes.
Interview with the student (Respondent 3)
The student is from my school, and he is 22 years old.
I: How do you use water while at home?
R3: We use water for washing clothes, cleaning the floor, the windows, bathing, washing dishes,
washing the car, and drinking.
I: Have you ever done anything over the past few years to either reduce or increase water
conservation?
R3: Ahh... I have done a bit of both: I love to shower; therefore, I take a lot of time in the
shower, and this, I believe it is a form of reducing water conservation. However, for consolation,
I am in an environmental club, and as a group, we try to raise awareness concerning water and
environmental conservation. I have taken part in tree planting sessions.
I: What do you see as the costs as well as the benefits of your usage of water outdoors
especially at home?

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R3: We rarely use water for outdoor activities since we live in an apartment. But we do have a
car, and we use a bucket to wash it, this usually costs less than what it would have cost to use a
hosepipe. In the middle of the week, we usually just dust the car with a wet cloth.
I: What are some financial, political and/or legal factors that affect your decisions with
regard to water as an issue?
R3: In the city, the law only allows washing the car with a bucket or washes the car at a
commercial car wash
I: What financial, legal, or political factors prevent you from responding to the situation in
the way you would like to?
R3: The legal factor does not allow one to use any other means of car washing, and using a
bucket takes a lot of time as opposed to using a pressure pipe.
I: Do you think there is a necessity to conserve water? Why?
R3: Yes, conserving water is important since it helps to save up water for future use when there
is scarcity,
I: Do you sometimes feel it is not your duty to conserve water?
R3: No, I rarely feel that the duty to conserve the environment includes the efforts of everyone,
not only the government.
I: Do you believe in individual or collective action of water conservation?

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R3: I believe in individual action because conservation starts with a person and not a group.
Once a person decides to take care of the environment, he will influence another person to start
doing the same, and a ripple effect will take place and spread the action.