Not a Problem, Someone Else’s Problem, My Problem or Our Opportunity? Shifting Attitudes and Behaviour on Mitigating Climate Change

Individuals can have a significant impact on climate change mitigation through the collective impact of their direct behaviour and their support for action by others. Although the scientific and economic case for significant mitigation is growing, our social attitudes and practices are not responding in kind. This paper offers insights into different dimensions of shifting individual and social behaviour on mitigation. Drawing on literature from the fields of psychology and social science, as well practical case studies, the paper examines psychological barriers to mitigation action, models for pro-environmental behaviour change, and two examples of applied approaches to behaviour change (community-based social marketing and Theory U).