Changing behaviourHome page
> Publications > Changing behaviour > Theories and Empirical Evidence about
Behavioural Change > Next: The rational choice model
> Employment policy and advice
‹ Previous page
Last updated: 25 October 2007
Changing behaviour: A public policy perspective
2. Theories and Empirical Evidence about Behavioural Change
Achieving behavioural change in the public policy context is often difficult and complex. People may be being asked to:
- give up a pleasure (smoking, long showers)
- go out of their way (take public transport, hang clothes on the line instead of using a clothes drier)
- be embarrassed (have a colonoscopy, use a condom)
- confront their peers (advise a drunk friend not to drive)
- hear bad news (HIV test)
- learn a new skill (composting waste, adopting different farming methods)
- do something for a longer-term benefit where most of the benefit accrues at the collective level (recycle waste, conserve water).
In order to achieve behavioural change, particularly as part of tackling complex policy problems, a basic understanding is required of key determinants of behaviour. How people behave is determined by many factors and is deeply embedded in social situations, institutional contexts and cultural norms. This section of the paper focuses on theories and empirical evidence about behavioural change (rather than the causes of behaviour in general) as public policy is usually most concerned with attempting to change citizens’ behaviour.
Two in-depth case studies have been conducted to inform this discussion paper. One examined the National Landcare Programme administered by the Department of Agriculture, Fisheries and Forestry (DAFF). One of the key goals of the National Landcare Programme is to influence landholders’ behaviour by enabling them to identify, develop and implement improved natural resource management practices at the farm level. The other case study examined the National Tobacco Strategy administered by the Department of Health and Ageing (Health). The National Tobacco Strategy aims to prevent uptake of smoking, to encourage and assist smokers to quit, to eliminate harmful exposure to tobacco smoke among non-smokers and, where feasible, to reduce the harm associated with continuing use of and dependence on tobacco and nicotine. The Australian Public Service Commission would like to acknowledge the high level of cooperation and the contribution of resources by these two agencies in providing information for the case studies.
