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Influencing behaviour: The Doggy boxes pilot and ISM

Influencing behaviour: The Doggy boxes pilot and ISM. Ylva Haglund Partnerships Project Manager Consumer Food Waste Prevention. The Doggy boxes pilot and ISM. Zero Waste Scotland The Doggy boxes pilot ISM – key outcomes and benefits. Zero Waste Scotland.

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Influencing behaviour: The Doggy boxes pilot and ISM

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  1. Influencing behaviour: The Doggy boxes pilot and ISM Ylva Haglund Partnerships Project Manager Consumer Food Waste Prevention

  2. The Doggy boxes pilot and ISM • Zero Waste Scotland • The Doggy boxes pilot • ISM – key outcomes and benefits

  3. Zero Waste Scotland • Helping individuals, businesses, and local authorities reduce waste, recycle more, and use resources sustainably. • Services to businesses • Local & national campaigns • Voluntary waste reduction agreements • Capital investment • Research, training, best practice

  4. Zero Waste Scotland Communication & Engagement ‘to deliver communication activities that support and enable changes in behaviour among individuals, leading to actions that help achieve a zero waste, resource efficient Scotland’.

  5. Resource Efficient Scotland • Single integrated Scottish Government programmedelivered by Zero Waste Scotland • Advice & support on energy, water, raw materials and waste • Services include online resources, tools and publications, workshops and on-site support Caption here

  6. The Doggy Boxes pilot Context • Part of 10 Greener behaviours • Building on London initiative • Household focus to date • 53,500 tonnes food waste/ year

  7. The Doggy Boxes pilot Context • Costing the industry £64 million a year • CO2 equivalent emissions reduction by 150,000 tonnes • Waste (Scotland) Regulations • 74% in favour of being offered a ‘doggy bag’

  8. The Doggy Boxes pilot Aims Up to 15 partners Covering a variety of restaurant formats and customer demographics If viable = future roll-out • Increased use of doggy boxes by Scottish consumers when eating out • Reduction in food waste, and associated CO2 emissions, generated from plate waste in participating Scottish restaurants

  9. ISM - benefits • Consider all the factors involved • Identify barriers to behaviour change • Generate new ideas • Informing project design • Format for involving external experts

  10. Introducing ISM: Individual Factors Infrastructure Components of the motivational system Weighing up perceived benefitsvs costs. Irrational rather than rational. Values, Beliefs, Attitudes Feelings, ‘Hot’ Evaluations Costs & Benefits Emotions Sense of Personal Control, ‘Self Efficacy’/confidence Agency Skills Competences inc. ‘Know How’ and ‘Know What’ Habit INDIVIDUAL Past Behaviour, Routine Practices

  11. ISM – key outcomes INDIVIDUAL • Costs & benefits: Decisions of what to do with the food (‘will the food be used?’, ‘am I going straight home?’ will determine take-up) • Emotions: Eating out is an escape from normality

  12. ISM – key outcomes INDIVIDUAL • Skills: Health & Safety considerations; using up leftovers • Skills: Skill of restaurant staff to promote doggy boxes to customers

  13. Introducing ISM: Social Factors Personae / Repertoires; Sense of Self (& Other) Infrastructure Objects Technologies Preferences to signal ‘distinction’ and belonging to different groups Sense of others’ conduct – observing others & of their approval of our behaviours Roles & Identity Rules & Regulations Time & Schedules Norms Tastes Mechanisms influencing group conduct – formal & informal Culturally constructed understandings /’frames’ (e.g. smoking now vs in 1920s) Institutions Meanings Networks & Relationships Opinion Leaders Connections, social networks, social capital Influencers, Authorities, Celebrities SOCIAL MATERIAL

  14. ISM – key outcomes SOCIAL • Institutions: Restaurants making doggy boxes part of customer experience • Roles & Identities: Who you are eating out with influencing behaviour

  15. ISM – key outcomes SOCIAL • Meanings: Re-framing doggy boxes as something desirable, ‘another meal’, not food waste • Different contexts - different meanings • Cultural factors - ‘Mr Manners’

  16. Introducing ISM: Material Factors Infrastructure ‘Hard’ and ‘soft’ infrastructure as boundaries Objects Technologies Rules & Regulations Time & Schedules Interaction with users, generate and spread new behaviours Things involved in practices, but can also ‘act back’ Finite resource, also institutionally set, Formal vs implicit MATERIAL

  17. ISM – key outcomes MATERIAL • Rules & Regulations: Food Standard Agency advice • Objects: Design of box / bags; impact of possible displacement of waste from the restaurant to household

  18. Ideas to take forward • Name of initiative- name as potential barrier • Language is central - positive messages at all times • Further advice / recipes about treatment of food, what to do once home

  19. www.zerowastescotland.org.ukylva.haglund@zerowastescotland.org.ukwww.zerowastescotland.org.ukylva.haglund@zerowastescotland.org.uk

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