Behavioural determinants and their interaction : A qualitative interview study of environmentally friendly behaviour

Due to environmental degradation caused by humans, there is a need for a behavioural change towards more sustainable behaviours. Although many studies have been made investigating environmentally friendly behaviours’ dependence on different factors, the results are inconsistent which partly can be explained by methodological weaknesses. Rather than following the footpath of previous research and using a statistical method, qualitative interviews are used in this study. The aim is to answer what determines environmentally friendly behaviour, how it is affected by situational influences, and how these factors interact. Five behaviours were investigated, and they are food consumption, energy consumption, everyday travel, long distance travel, and recycling. In the analysis, the four determinants health, comfort, economy, and environmental were identified. The behaviours are further affected by situational influences, such as distances and costs, that create barriers for environmentally friendly behaviours. In this study it was found that no factor is the only influence of a behaviour, but there is always an interaction. Either the factors work together and encourage an environmentally friendly behaviour, or they work against each other and discourage an environmentally friendly behaviour