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Navigating Environmental Attitudes$
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Thomas A. Heberlein

Print publication date: 2012

Print ISBN-13: 9780199773329

Published to Oxford Scholarship Online: January 2013

DOI: 10.1093/acprof:oso/9780199773329.001.0001

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Increasing the Flow

Increasing the Flow

Activating and Creating Norms

(p.149) 10 Increasing the Flow
Navigating Environmental Attitudes

Thomas A. Heberlein

Oxford University Press

This chapter shows how we can use structural fixes to create new norms and avoid the rocklike attitudes by sending more water over the rapids. We can reduce litter by getting rid of the barrels, and focusing (not changing) the existing antilittering norm though advertising and community-based programs. Energy can be saved by providing simple comparisons with how others families use energy. Information about norms is as effective as lowering the price for energy-efficient light bulbs. And in Stockholm pro-environmental behavior created by the crowding tax remained after the tax was removed, suggesting that new norms can follow behavior change by structural fixes.

Keywords:   attitudes, cognitive fix, congestion charges, energy conservation, litter, norms, structural fix

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