Exploring How to Optimise Transformative Pro-Environmental Behaviour Changes via Nudging on Shared Values Crystallisation

Abstract

Transformative learning processes that can trigger deep and long-lasting behaviour changes are highly sought after for targeted improvements ranging from human diet and health to pro-environmental behaviours. A step forward was the reporting of a method that reliably produces transformative learning outcomes (TLOs) as an (incidental) effect of group shared values crystallisation, but the theme of the TLOs could not be targeted, e.g., for pro-environmental behaviours. A recent exploratory study bolted on environmentally themed pre-Nudging and unexpectedly produced a heavy bias towards pro-environmental behaviour changes. Here, we investigated more systematically the influences of different Nudging types upon TLO themes produced using two further case study designs created for comparability with earlier studies and using the same process (WeValue InSitu) and post-event data collection of TLOs categorised as environmental/not and behavioural/not. Our findings show that most Nudging had no effect, including raising the profile of environmental photos and the materials used in the crystallisation process, having participants reflect on their environmental identities, or emphasising environmental topics before going home. However, Nudging which involved answering written questions on specific personal pro-environmental actions such as recycling, applied early on, was linked to desired results. This has pragmatic significance for sustainability practitioners and raises questions for further research on the mechanisms of both active learning and Nudging.