Public space and environmental behaviour: weekly markets in Hamburg, Germany

PUBLIC SPACE AND ENVIRONMENTAL BEHAVIOUR: WEEKLY MARKETS IN HAMBURG, GERMANY MARINA MONTELONGO Resource Efficiency in Architecture and Planning (REAP), HafenCity University Hamburg (HCU), Germany ABSTRACT Limiting warming to 1.5°C above pre-industrial levels requires a large-scale effort to promote sustainable behaviour. The surrounding environment has a determinant influence on human behaviour and can therefore become a strategic ally towards sustainability. Using a multi-method approach in two weekly markets in Hamburg, this paper analyses how different features of the public space – like accessibility – facilitate the implementation of strategies typically aimed at the promotion of environmental behaviour – like information. The analysis shows that the two settings enable the implementation of all the revised strategies, pointing out the relevance of the public space towards more sustainable cities. Physical access in terms of public transportation and free-barrier zones played a major role facilitating the implementation of all the revised strategies while symbolic access in the form of a sophisticated atmosphere suggested a barrier for low-income groups. Visual access and opportunities for socio-cultural exchange acted together: The environment influenced behaviour through social norms-based strategies via observing what others do, role model-based strategies via sellers and information-based strategies via the spread of different types of information. In the same way, it drove subconscious decision-making throughout salience and priming-based strategies in the form of an extensive usage of signage. Regarding opportunities for economic exchange, availabilitybased strategies in the form of products and services played a major role, in accordance with the commercial nature of the markets. Opportunities for sensory experiences were supported by a variety of elements that created full lived-in experiences like smells and live music, which in turn might enhance the desired effect. Concerning situational features, the analysis suggests that a linear arrangement of stands provides quicker and easier access to products compared with a grid form. Keywords: public space, environmental behaviour, behavioural change, sustainable cities, street markets. 1 INTRODUCTION Generalized individual pro-environmental behaviour is particularly desirable in cities, which house more than half of the world’s population and emit 80% of the greenhouse gasses [1]. The need to accelerate the transition is urgent but how to do it remains a puzzle. Part of the problem stems from the numerous and diverse barriers hindering environmental behaviour, which range from the lack of knowledge, individual attitudes and motivations [2] to problems dealing with the difficulty, time consuming, or cost of the behaviour [3]. Previous research suggests the combination of different strategies aimed to overcome different barriers for better outcomes [3], [4]. How to combine the different strategies and where to do it? The public space is a neutral scenario for communication, social learning, personal development, and various types of exchange [5]. There is where behaviours are more likely to follow the status quo, shaping individual decisions through automatic, unconscious cognitive processes [6] and therefore represents an opportunity to implement wide-ranging environmental strategies through social contagion. Active engagement is one of the main functions of the public space, involving the active participation of individuals. Both, spatial arrangements and opportunities for action have been found to play an important role driving behaviour, especially concerning the interaction between individuals [7]. While the relevance of the public space as a behavioural setting has The Sustainable City XVI 171 www.witpress.com, ISSN 1743-3541 (on-line) WIT Transactions on Ecology and the Environment, Vol 260, © 2022 WIT Press doi:10.2495/SC220151 been established, little is still known about the potential of the public space to promote environmental behaviour. Drawing on environmental psychology, this study adds to previous research analysing the potential of different features of the public space facilitating the implementation of strategies typically aimed at the promotion of environmental behaviour. More specifically, it identifies strategies that are already running in the public space and establishes the link with the features of the space that facilitate their implementation, showing the potential of the public space as a forum for the promotion of environmental action. Empirical material is presented from a multi-method approach of two weekly markets in Hamburg. Locations were selected based on the observation that markets are very popular places where different behavioural strategies – as social norms – take place, thus providing optimal conditions for the promotion of environmental action on a large scale. This article adds to the current literature on public space and behavioural change in several ways. First, based on in-depth qualitative research, it provides a detailed understanding on the potential of the public space for the implementation of strategies typically used to promote environmental behaviour, asserting its role as a main driver towards sustainable cities. Furthermore, it provides interdisciplinary understanding of the relationship between public space, and environmental behaviour. Second, the study focuses on weekly markets, that is, popular urban settings in terms of number and human activity. In doing this, the function of the public space as a forum for action is claimed, presented as a feasible alternative that responds to the current need for the spread of environmental practices on a large scale in the fastest possible way. Furthermore, it shifts the focus from the making places for people to enjoy and interact to the making places for people to take environmental action. Third, the study provides theoretical–practical insights into the link between strategies and the features of the public space facilitating their implementation, thus providing practitioners with daily life examples that can be maximized or redirected towards sustainability. The article begins by discussing the literature on behavioural strategies used to overcome environmental barriers and features of the space that might facilitate their implementation. This is followed by the methodology and analysis, providing valuable insights into the relationship between the surrounding environment in the markets and ongoing behavioural strategies. The last section draws conclusions and discusses the main findings. 2 STRATEGIES TO FACILITATE ENVIRONMENTAL BEHAVIOR Individual behaviour plays a significant role in reducing greenhouse gas emissions [8] but the required behavioural shift poses major challenges as it is driven by multiple conflicting and competing internal and external factors or barriers [2], [3]. Internal barriers refer to factors lying within the person as knowledge or motivation [2]. External barriers or contextual forces include a wide range of factors as infrastructure, costs, advertising, capabilities and constraints associated with technology, and or institutional issues [3] but also availability of products and services [9] as well as social forces as norms, reputation systems and social networks [10]. Furthermore, the how different interventions are framed and communicated also influences decision-making processes [6]. In the reminder of this section, some of the most influential strategies aimed to overcome internal and external barriers are presented. This is followed by the presentation of features of the public space that might facilitate their implementation. 172 The Sustainable City XVI www.witpress.com, ISSN 1743-3541 (on-line) WIT Transactions on Ecology and the Environment, Vol 260, © 2022 WIT Press 2.1 Information and knowledge Knowledge per se is neither a prerequisite for environmental action [2] nor sufficient to motivate action [2], [11]. However, it is widely recognized as one of the most important factors influencing environmental action as nothing occur unless information makes individuals aware of the different opportunities for action [12]. Information influences individual perceptions, motivations, and norms [9], but also attitudes, beliefs and values [3] which in turn might influence behavioural choices. Research shows that information might be more effective when the individual has the skill to apply knowledge [3], [13] and it is familiar with the environmental problem and its causes [2]. In the same way, results are best when information is presented at time and place where the intended behaviour will occur and people similar to the target audience model it; if it comes from a trusted source or it is accompanied by a request for a public commitment; if it reminds people that there are norms supporting the desired behaviour, and also when it gains people’s involvement and attention [3]. Information is more effective when it is accurate, credible, and targeted at the point of decision, thus suggesting concrete actions be taken according to participant’s personal situation and preventing information overload [8]. 2.2 Social norms Descriptive norms refer to perceptions of which behaviours are typically performed in a given situation, placing the idea of many people are doing this in our mind [14]. In this line, proenvironmental behaviour is less likely to occur within a culture that propagates an unsustainable lifestyle [2]. Injunctive norms refer to perceptions of which behaviours are typically approved or disapproved [14] involving behavioural expectations that are supported by social or material sanctions [10]. People measure the rightness of their behaviour by how far away they are from the norm [15], and avoid deviance, as people tend to do what is popular as well as what is socially approved [14]. Byerly et al. [6] conducted a review dealing with the influence of different contextual variables on individual’s decisions, finding out consistent effects on environmental behaviours by interventions communicating social norms. 2.3 Availability Internal factors as attitudes are of great relevance predicting behaviours that are strongly favoured by context but their relevance declines when external factors as cost, effort, difficulty or time-consuming constrain the behaviour [3]. Moreover, some behaviours as recycling or taking public transportation can only take place if the necessary infrastructure is provided [2]. External barriers can be approached by providing clear and accurate information e.g. informing people of recycling facilities locations or by facilitating action in strictly practical terms, thus making the behaviour more convenient e.g. placing containers in close proximity to common activities to motivate action [13]. In the same way, attitudes towards organic food might improve when prices decrease [9]. This underlines the need of changes in physical, technical, and/or organizational systems aimed at the improvement in availability and quality of the desired products and services as well as the restriction and/or prohibition of unwanted actions towards successful interventions [9]. Other ways to deal with external factors include civic engagement and participation [2]. The Sustainable City XVI 173 www.witpress.com, ISSN 1743-3541 (on-line) WIT Transactions on Ecology and the Environment, Vol 260, © 2022 WIT Press 2.4 Priming and salience Differences in the context can have a powerful effect on behaviour through automatic, unconscious processes [16]. In this way, people respond to information that is made accessible in their mind via priming through subconscious information and sensory cues, like clearly visible and numerous displays of fresh food aimed to motivate purchases towards healthy food. In the same way, people react when their attention is repeatedly drawn via salience, through reminders and message framing capturing attention, like visually attractive and friendly signs promoting energy saving placed next to light switches [6]. 2.5 Role model Individual decisions can be influenced by a careful choice of the person or messenger encouraging certain behaviour, as information is more effective when the person suggesting the action is perceived as similar [6]. Role model-based strategies can be also used to strengthen social norms by providing information about the expectations [6] perceptions, efficacy, and behaviour of others [9]. 3 THE PUBLIC SPACE AND ACTIVE ENGAGEMENT It is widely recognized that successful places are characterized by high levels of activity and participants, which in turn presents an opportunity for active engagement and participation. According to Max-Neef et al. [17], participation is a human need that could be meet through actions involving adaptability, receptiveness, solidarity, willingness, respect, rights, responsibilities, duties, work, cooperation, propose or interaction. The rest of this section covers different attributes of the public space that might facilitate the implementation of behavioural strategies typically used to promote environmental behaviour. That is, attributes of successful public spaces that might encourage active engagement and participation. 3.1 Accessibility Carr et al. [18] explained the concept of accessibility from three different perspectives. Visual accessibility refers to what people can see and judge before taking any further steps and it is many times the first contact between an individual and a give place. A personal evaluation might include feeling of comfort, welcome and safety. The visual experience includes information about symbolic access, associated with animate (e.g. a friendly group of people) and inanimate (e.g. exclusive shops sending signs about the ability to pay or to meet dress norms) cues from the environment indicating the type of individuals that are welcome or excluded. Finally, physical access refers to the physical ability to get into and use a given place. It includes different forms of public transport making places accessible to all groups in society as well as physical elements welcoming or excluding people as slippery pavements, walls, elements inhibiting sitting or the lack of ramps for elderly and trolleys [7]. 3.2 Opportunities for exchange According to Montgomery [19], the level of activity depends on the diversity of a given place in terms of the type and number of socio-cultural and economic transactions available, which in turn might increase its vitality in terms of the number of people around. Montgomery [19] identifies high levels of economic activity as key for success. Ideally, a given setting includes a wide range of offers and activities (e.g. cafés, foreign grocery stores, delicatessens, and cinemas), slots of time, networks of suppliers and customers, and the building up of new 174 The Sustainable City XVI www.witpress.com, ISSN 1743-3541 (on-line) WIT Transactions on Ecology and the Environment, Vol 260, © 2022 WIT Press products and services [19]. Socio-cultural transactions include social interaction, communication, civil participation and different forms of social learning and personal development processes [7]. 3.3 Opportunities for sensory experiences Lived-in experiences in a given place are associated with sensation and perception processes triggered by the surrounding environment. Sensation involves input to the brain obtained by all human senses. While vision provides more information than the other senses combined, information gathered by other sensory receptors as ears, nose, and mouth create opportunities for emotionally rich experiences. Perception refers to the understanding and processing of the information received. It involves cognitive processes organizing and keeping information, interpretative processes involving associations between current and past experiences, affective processes involving feelings and evaluative processes dealing with individual values and preferences [7]. 3.4 Situational features Drawing on previous work, Carmona et al. [7] concluded that human behaviour is essentially situational as it is shaped by specific physical, socio-cultural and perceptual contexts. While the last two affairs were explained above, the physical environment refers to spatial arrangements that influence individual’s choice by determining what people can do or not from a practical viewpoint. For example, a bench placed in a nice place offers an opportunity for a long stay, showing that the desired outcomes are more likely to occur in certain settings. In summary, individual choice might be the result of the influence of the surrounding environment in combination with a wide set of individual parameters, ranging from personal experiences to age, lifestyle or the society in which a person was raised up [7]. Based on the theoretical framework, we hypothesize that weekly markets are places that meet attributes of successful public spaces attracting people and offering opportunities for action through the implementation and ongoing of behavioural strategies. 4 METHODOLOGY Direct observation in two weekly markets in Hamburg, Germany, was the main research method to explore the link between features of the public space and ongoing behavioural strategies. The popularity of the markets and their big size were among the main selection criteria to select the study sites, ensuring a rich exchange between individuals and space. Isemarkt is located in the wealthy neighbourhood of Eppendorf. According to its website [20], it is one of the largest and most beautiful markets in Germany, with about 178 market stands following an about 600m straight-line pattern. Billstedt market is located in the neighbourhood of Billstedt, the commercial heart of a densely populated low-income district. The street market counts around 67 market stands following a block pattern subdivided into small plots. An important difference between the two neighbourhoods is the number of migrants, which in turn influences the type of visitors to the markets. According to the German Federal Statistical Office [21], the percentage of migrants is 21.7% (4.4% from Turkey, 7.9% from Poland, 1.7% from Afghanistan) in Eppendorf and 61.2% in Billstedt (18.1% from Turkey, 14.0 from Poland, 13.5% from Afghanistan). Direct observation was performed at irregular intervals over a period of 8 months (July 2021–February 2022). The observers spent an average of 2 hours per visit on site observing the social and physical environment. The observations focused on three main issues: the The Sustainable City XVI 175 www.witpress.com, ISSN 1743-3541 (on-line) WIT Transactions on Ecology and the Environment, Vol 260, © 2022 WIT Press existence of the selected characteristics of the space facilitating active engagement, the ongoing selected behavioural strategies, and their interlinkages. The information was inputted into forms produced by the author for that purpose and supported by photographic material. Participant observation included having drinks in the market’s restaurants, grocery purchases and informal conversations with the sellers and market visitors. Finally, short, structured interviews were conducted with the market inspectors, buyers and sellers. These interviews provided general information about organizational issues, motivations to visit the market as well as on green selling and consumption practices. 5 ANALYSIS The analysis is conducted in two steps: first, it identifies what features of places that might facilitate the implementation of different behavioural strategies are meet. That is, it identifies the existence of features of public spaces that might encourage action. Second, it explores how the different features facilitate the implementation of the different strategies. For a summary overview of the relationship between features of the public space and behavioural strategies along with a graphic representation, see Figs 1 and 2. 5.1 Accessibility 5.1.1 Physical access Two days a week: Tuesdays and Fridays from 8–12 am, Isemarkt market is placed under a bridge connecting two subway stations. As a result, there is a constant flow of people coming and going between the stations. Barrier-free subway stations enable all social groups to get into and use the place. A uniform and smooth concrete surface facilitates the mobility of persons (e.g. vehicles for persons with disabilities and supermarket trolleys) and goods. Bus stops and bike stations on every side of the market along with a central bike parking and bike racks along the street, enrich the range of environmentally friendly transport possibilities. Customers and sellers may park on both sides of the street. Billstedt market is located within a 6-minute walk from the largest public transport station (bus and underground) in that district. Additionally, the largest shopping centre in the area is located next to the transport station, which ensures a constant flow of people moving between the station, the shopping centre and the street market. The barrier-free transport station not only ensures easy access to the place for all groups in society, but also facilitates the mobility of goods (e.g. supermarket trolleys). In the market, a significant presence of people with disabilities was observed, despite the disruption of the free flow of people by elements as uneven surfaces, light poles, bike racks, trashcans, and tree protection elements. There are several bicycle parks located in different parts of the square, facilitating access from different directions. The largest bike parking is located in a very central place and visible to everyone. Customers and sellers may park on the side streets. 5.1.2 Visual/symbolic access Animate and inanimate cues in Isemarkt include friendly sellers – many times original growers happy to discuss about their products – and delicately decorated market stands. The numerous cafes and restaurants where people can take a break or meet someone, add to the friendly atmosphere that invites participants to take further steps. It is particularly difficult to find a place to sit down around noon, when pupils and workers take advantage of the closeness to the subway to join the market for lunchtime. The eye cannot overlook the very numerous attractive labels highlighting both the ecological quality of the different products 176 The Sustainable City XVI www.witpress.com, ISSN 1743-3541 (on-line) WIT Transactions on Ecology and the Environment, Vol 260, © 2022 WIT Press Isemarkt market  Features of the public space and behavioural strategies Accessibility Strategies Opportunities for exchange Strategies Visual/symbolic/ physical Economic INFORMATION AVAILABILITY Easy access to persons and goods facilitates the implementation of all strategies N ORMS Easy access to a wide variety of “green” and high quality p roducts AVAILABILITY PRIMING ROLE MODEL Sensory experiences Opportunities for exchange Sight/hearing/smell/ touch/taste Socio-cultural INFORMATION Visual/written/ oral exchange I N FORMATION Live-in experiences might optimize the influence of all implemented strategies N ORMS N ORMS AVAILABILITY AVAILABILITY PRIMING PRIMING ROLE MODEL ROLE MODEL Figure 1: Public space and ongoing strategies in Isemarkt market. (Source: Drawing by D. Guzmán under the supervision of the author, 2022.) (bio, local, own produced) and their high quality, including delicatessen and hand made products. That pleasant and charming atmosphere creates a feeling of comfort, welcome and safety for habitual clients, made up of the middle and upper class in the neighbourhood. The Sustainable City XVI 177 www.witpress.com, ISSN 1743-3541 (on-line) WIT Transactions on Ecology and the Environment, Vol 260, © 2022 WIT Press Billstedt market Features of the public space and behavioural strategies Accessibility Strategies Exchange Strategies Visual/symbolic/ physical Economic INFORMATION AVAILABILITY Easy access to persons and goods facilitates the implementation of all strate g ies N ORMS Easy access to a wide variety of services and lowcost products AVAILABILITY PRIMING ROLE MODEL SENSORY EXPERIENCES OPPORTUNITIES FOR EXCHANGE Sight/hearing/smell/ touch/taste Socio-cultural INFORMATION Visual/written/oral exchange I N FORMATION Live-in experiences might optimize the influence of all implemented strate g ies N ORMS N ORMS AVAILABILITY AVAILABILITY PRIMING PRIMING ROLE MODEL ROLE MODEL Figure 2: Public space and ongoing strategies in Billstedt market. (Source: Drawing by D. Guzmán under the supervision of the author, 2022.) However, it sends out a symbolic message for the type of individuals that are welcome, restricting active participation to people with the ability to pay. The eye also meets the French style iron bridge – it is the subway what is running overhead here, which in addition to beauty, assures protection against weather conditions, reinforcing the feeling of comfort and protection. 178 The Sustainable City XVI www.witpress.com, ISSN 1743-3541 (on-line) WIT Transactions on Ecology and the Environment, Vol 260, © 2022 WIT Press In Billstedt, animate cues from the environment include sellers – many times members of the settled immigrant communities in the area – and a large number of people attracted by the wide range of commercial services available, including the street market, local shops, and the shopping mall. Numerous cafes and restaurants where people can take a break or meet someone surround the market while secondary sitting in the form of wall-rings for plants provides visitors, who are not necessarily consumers with the opportunity to stay. All of it together creates a very lively atmosphere that invites others to join, mainly low-income residents, but also people from the low-income surrounding neighbourhoods. In Billstedt, numerous labels, placards and signboards marketing low-price product – especially clothing and fabrics – send a welcome symbolic sign to low-income people, in striking contrast to the situation in Isemarkt. The shops marquees surrounding the market as well as the shopping mall provide shelter against the weather if necessary. For a summary overview of the relationship between the attribute of the public space accessibility and ongoing behavioural strategies, see Table 1. Table 1: Accessibility and strategies. Accessibility Isemarkt Billstedt Ph y sical access -Public transport (Barrier-free subway stations, bus) -Bike stations -Car parking -Public transport (Barrier-free subway stations, bus) -Bike stations -Car parking -Smoothly surface -Uneven surface (no p roblem) All behavioural strategies: INFORMATION, NORMS, AVAILABILITY, PRIMING, ROLE MODEL Visual / sy mbolic access -Sellers (producers) -Pleasant atmosphere -Sellers (migrants) -Lively atmosphere -Abundant bio, delicatessen (expensive) products -Seats (mobile carts) -Physical shelter (brid g e) -Abundant low cost products (fabrics) -Seats (box flowers) -Physical shelter (shops nearb y ) All behavioural strategies: INFORMATION, NORMS, AVAILABILITY, PRIMING, ROLE MODEL The Sustainable City XVI 179 www.witpress.com, ISSN 1743-3541 (on-line) WIT Transactions on Ecology and the Environment, Vol 260, © 2022 WIT Press Table 4: Opportunities for sensory experiences, situational features and strategies. Opportunities for sensory experiences and situational features Isemarkt Billstedt Sensor y experiences -Sight: a wide range of visual stimuli (signage, colours, figures made of cardboard, etc.) -Sight: a wide range of visual stimuli (signage, colours, figures made of fiber g lass, etc.) -Hearing: Street musicians (clarinet, accordion, contrabass, guitars) and enthusiastic sellers -Hearing: Enthusiastic sellers -Smell: sweet (flowers, crepe), stimulating (cheese, spices, coffee) and strong (fish, mea t ) -Smell: sweet (flowers), stimulating (cheese, spices, sahlep) and strong (fish, meat) -Touch: exotic frui t -Touch: clothes, fabrics -Taste: cheese pre-tes t -Taste: fruits pre-tes t All behavioural strategies: INFORMATION, NORMS, AVAILABILITY, PRIMING, ROLE MODEL Situational f eatures The street pattern allows a front, left and ri g ht view The grid pattern offers many different wa y s to g o, see and experience All behavioural strategies: INFORMATION, NORMS, AVAILABILITY, PRIMING, ROLE MODEL Behavioural strategies: path-dependent flower boxes facilitated stay conditions, suggesting that the spatial arrangements do not constrain social and economic activities. However, a grid system enables individuals to find their way in the market, limiting the influence of potential interventions to the areas and stands visited. For a summary overview of the relationship between situational features and ongoing behavioural strategies, see Table 4. The analysis shows clear evidence that the two weekly markets studied here are places with a high number of activities involving the active participation of individuals. Furthermore, the two settings enabled the implementation of all the revised behavioural strategies, pointing out the potential of the public space to influence individual behaviour. The results are further discussed in the next section. For a graphical overview of the ongoing behavioural strategies in the markets and related features of the public space, see Figs 1 and 2. 186 The Sustainable City XVI www.witpress.com, ISSN 1743-3541 (on-line) WIT Transactions on Ecology and the Environment, Vol 260, © 2022 WIT Press 6 CONCLUSIONS AND DISCUSSION This research explored the potential of the public space as a forum for the promotion of environmental action. For that, the study investigated the relationship between four features of the public space (accessibility, opportunities for exchange, opportunities for sensory experiences and situational features) and five strategies typically used for the promotion of environmental behaviour (information, social norms, availability, priming and salience, and role model). The first conclusion of the analysis is that under certain conditions, the public space becomes an optimal scenario for the implementation of strategies that could be used to encourage environmental behaviour. The analysis showed clear evidence that all the strategies studied are already running in the two weekly markets. These findings suggest that researchers and practitioners dealing with behavioural change should recognize the role of the public space – street markets and corresponding social dynamics in particular – as a forum for action and behavioural setting, favouring conditions to use it for the spread of environmental practices on a large scale. Second, regarding features of the space, the analysis shows that easy access to the place in the form of free-barrier areas, public and private transport as well as friendly pavements facilitated the movement of goods and people into, out of and around the markets, pointing out the physical accessibility feature as a pre-condition for the implementation of all the strategies. Visual and symbolic access sent mixed signals about whom and what to buy through cues from the environment. Radically different social atmospheres and products (green and high quality products in a refined atmosphere vs. low-cost products in a warm but simple atmosphere) symbolically closed off access to people who feel comfortable in that particular atmosphere, like certain items and are able to pay for them. This draws attention to the importance of encouraging the visit to the site of action by creating an inclusive atmosphere for all sectors of society, particularly avoiding the association between green products and very high prices (an issue that needs to be solved in practice first). Once in the market, the individual is exposed to massive opportunities for exchange, which in turn facilitated the implementation of all the strategies. Sociocultural exchange included a vast amount of visual, written, and oral information in the form of signage and different forms of interaction and social behaviour, including direct learning experiences and civil participation. For its part, economic exchange included a vast number of buy and sell activities, in line with the economic nature of the street markets. The wealth of information answering whom, what, how and where questions about products and services in combination with easy and fast access to them, might facilitate action by overcoming effort, difficulty or time constraints but also influencing perceptions, motivations, attitudes, beliefs and values. Opportunities for sensory experiences included pleasant live-in experiences that stimulated all five senses, which in turn might reinforce the influence of the context driving action. The analysis of situational features dealing with the influence of spatial arrangements guiding action highlighted the importance of a physical arrangement that facilitates long stays and ensures the continuous exposure of the participant to opportunities for action. Possibilities for sitting together with toilets and weather protection facilitated long stays. It is worth saying that primary sitting was essentially restricted to restaurants, which were very popular with customers in both settings. Secondary sitting like flower boxes, stairways and sidewalks were very popular, probably because it enabled visitors to enjoy the place with or without the need to consume. Regarding exposure, the analysis shows that a street pattern that allows a front, left and right view facilitates the continued exposure of the participant to opportunities for action. Third, all the revised strategies deal in one way or another with different types of information, including visual, written, oral, but also sensory information, leading to the The Sustainable City XVI 187 www.witpress.com, ISSN 1743-3541 (on-line) WIT Transactions on Ecology and the Environment, Vol 260, © 2022 WIT Press conclusion that information-based strategies play a key role promoting action, in line with previous research. The findings complement the existing literature in shedding light on visual information as the most relevant strategy influencing action in the markets, places largely associated with face-to-face communication. Visual information is linked to the very numerous printed signage. It is also closely linked to social norms-based strategies showing what other people do, priming and salience-based strategies attracting the attention of the consumer repeatedly through a wide use of signage and items, and role model-based strategies guiding and reinforcing individual decisions while observing people perceived as similar performing certain behaviour. Additionally, people have visual access to all the products offered, influencing availability-based strategies. Visual information is also a main component when creating live-in experiences. A fourth result is a by-product of the study: the analysis reveals significant differences in the type, quality and price of products offered in the two settings. The type of products ranges from supplies needed for survival to entertainment products. Their quality ranges from bio label to unknown origin, while their cost ranges from relatively very expensive (mostly environmentally friendly products) to very low (mostly clothing and fabrics). In line with the main theoretical argumentation of this paper, this shows that the influence of the environment can pull in opposite directions. For instance, placing the sell and purchase decision between green, high quality and expensive products and low-cost, dubious quality products. All efforts should therefore focus on directing the different strategies toward the desired results. One final observation is that in one of the settings, sellers used use words as “fresh” and “supervised production” as well as the green colour to highlight the environmentally friendly quality of their products. All that, when only seven of 178 stands hold bio certifications, drawing attention to the need for a clear, fair and efficient classification system of environmentally friendly products. Being exploratory in nature, this study focused on a limited selection of street markets, limiting the generalizability of the empirical results. Further studies might want to focus on larger samples and more standardized forms of measurement to explore further the conditions under which those places become spaces suited to the spread of sustainable behaviour. 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