Changing environmental attitudes and Behaviors in populations: Simulation studies based on socio-psychological theories

The natural sciences have demonstrated that we must change our environmental resource transactions, and it is now up to social scientists to show how this can be achieved. We need to understand why we effect the environment as we do and why we hold on to patterns of resource use that are no longer appropriate. In order to develop novel forms of the social diffusion of environmentally sustainable transaction patterns, we must understand the social mechanisms that anchor these patterns and the systems of social interaction that reinforce them. The present project developed innovative community campaign programs with an individual-centered approach through the aid of simulation methods. The programs were tested in terms of practical application. Our simulation model allows us to test various strategies of implementing and diffusing environmentally supporting behaviors before any such measures are put into effect in reality, a step that is incomparably more expensive and consequential. In short, our simulation aims to provide a conceptual and planning tool for refining and improving the efficiency and results of social intervention programs in populations. At the same time, simulation permits better estimation of the feasibility and practical applicability of environmental measures. This information is essential to the shaping of future environmental policy. Elucidation of the specific ways in which tried and tested forms of psychological intervention work (and/or fail to have an effect) and optimization of such intervention methods are two important objectives. We aim to expand these traditional forms of psychological interventions to include the aspect of the diffusion of new behaviors in a larger social unit. Intervention methods may then be applied at the level of populations. Using simulation, we can develop new and innovative forms of intervention and put them to the test of practical applicability. Forms of intervention must include elements that promote diffusion, as intervention is only effective when it permeates broad sections of a population and leads to widespread, collective change in behavior. Interventions promoting new behaviors almost always demand a fundamental re-orientation in our thinking and actions. The population itself must disseminate the elements of a specific intervention strategy if they are to become accepted collectively. Our project develops simulation methods, which are validated, optimized, and then tested with regard to their usefulness and value within the framework of practical, real-life consulting issues. The information and experience gained with the user-simulation interface provides a valuable indicative guide for the design of future interventions.