21 Nov '11, 4am

To save the earth, know human nature

Two years ago, the National Environment Agency (NEA) did a study of anti-littering measures to find out what really worked. It turned out that banners reminding people not to litter – an old campaign standby – were ineffective. Now, the NEA has developed new tactics based on the study, such as using gentle social pressure in the form of Litter-Free Ambassadors, and adding bins for the convenience of people. In environmental policy here, there is a growing recognition that understanding people’s behaviour is more important than sticking dogmatically to campaigns. And it can be just as important as new, high-tech fixes in getting people to use less fossil fuel. At the Singapore International Energy Week held at the beginning of this month there was, for the first time, a discussion of the role of behavioural economics in energy use. It was organised by the National Universit...

Full article: http://www.eco-business.com/news/to-save-the-earth-know-h...

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