POTENTIAL OF THE PUBLIC SPACE
TO PROMOTE ENVIRONMENTAL BEHAVIOR
MARINA MONTELONGO & UDO DIETRICH
Resou ce E iciency in A chi ec u e and Planning (REAP), Ha enCi y Uni e si y Hambu g (HCU), Ge many
ABSTRACT
I is widely ecognized ha indi idual en i onmen al beha io plays an impo an ole in cu ing
clima e change bu i emains unclea how i could be p omo ed. This pape s udies he po en ial o
he public space enabling ac ion. We use an explana o y social mechanism app oach o examine wha
dis inc i e ea u es o he public space acili a e he implemen a ion o di e en s a egies aimed a
o e coming in e nal and ex e nal ac o s o ba ie s hinde ing ac ion and how hey do i . A ic i ious
in e en ion se es as an example o explain he link be ween space and ac ion. Ou deep and ined-
g ained analysis poin s ou ha accessibili y ea u es o he public space and si ua ional ea u es
acili a ing i s use a e p econdi ions o he implemen a ion o all he e ised s a egies. Visual
accessibili y acili a es he implemen a ion o social no m-based in e en ions in ol ing ac i e
pa icipa ion, c ea ing he condi ions o o he s a egies o wo k, while physical accessibili y
ep esen s an oppo uni y o implemen a ailabili y-based in e en ions by p o iding quickly and easy
access o he p omo ed p oduc s and se ices. Si ua ional ea u es e e o he physical cha ac e is ics
o he space, in luencing he na u e and scope o he in e en ion by de e mining space and
in as uc u e cons ain s. Accessibili y and possibili ies o use lead o mul iple o ms o social
exchange. All he e iewed s a egies deal in one way o ano he wi h di e en o ms o
communica ion, posi ioning in o ma ion as he s a egy wi h he wides ange o ac ion. The public
space also acili a es ci ic-based s a egies aimed a inc easing he pa icipa ion o ci izens on
decision-making a adminis a ion le el. Finally, p iming and salience-based s a egies can be used o
c ea e ull li ed-in expe iences, ein o cing ac ion h ough sensa ion and pe cep ion p ocesses. The
s udy shows he po en iali y o he public space cu ing clima e change owa ds mo e sus ainable
ci ies and socie ies h ough he implemen a ion o a wide ange o in e en ions aimed a making
en i onmen al beha io isible and accessible o all.
Keywo ds: public space, en i onmen al beha io , beha iou al change, pa icipa ion, communica ion,
sus ainable ci ies.
1 INTRODUCTION
Limi ing he impac o global wa ming on human and na u al sys ems equi es he
upscaling and accele a ion o ambi ious mi iga ion a ge s h ough ac ions o educe GHG
emissions, hus posing challenges associa ed wi h changes in beha io [1]. The s ill limi ed
and incomple e s udies on he e ec i eness o in e en ions in ol ing di e en ypes o
en i onmen al beha io [2] coupled wi h he obse ed di e en ial e ec an in e en ion
may ha e acco ding o he a ge g oup [3] and he di icul ies aced by p ac i ione s in
b inging possibili ies o ac ion close o people, ha e esul ed in li le p og ess owa ds
beha io al changes.
A as body o li e a u e explo ing he d i e s o human beha io has iden i ied a
signi ican numbe o in e nal ac o s (e.g. en i onmen al knowledge) and ex e nal ac o s
(e.g. a ailabili y) p omo ing o hinde ing en i onmen al beha io [4]–[6]. Acco ding o
S eg and Vlek [6], in e en ions should be ailo ed o he ac o s in luencing he adop ion
and main enance o he a ge ed beha io in o de o achie e he bes possible ou comes,
bu he ela i e in luence o he di e en ac o s on indi idual’s decisions in di e en
si ua ions is unce ain since decision-making and beha io a e he ou come om mul iple
mo i a ions. While gi ing eedback abou he pe o mance o o he s may esul in ene gy
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doi:10.2495/SC210251
conse a ion in a me allu gical company [7] esul s may be a y depending on he
equency and con en o eedback p o ided o households [3]. In he same way, while i
has been ound a s ong associa ion be ween en i onmen al a i udes and en i onmen al
beha io s in he con ex o consump ion [8], a i udes migh no be ele an in he wo k
place [9]. P e ious esea ch has epo ed posi i e esul s when combining di e en
s a egies o achie e beha io change [3], [4], hus con i ming he inconsis ency and bias in
indi iduals’ decisions and highligh ing he need o he use o mul iple in e en ions and
s a egies owa ds mo e e ec i e esul s in p omo ing en i onmen al ac ion.
While he discussion hus a has mainly ocused on he iden i ica ion o de e minan s
o ac ion and he e ec i eness o speci ic s a egies in speci ic se ings, a oo li le
a en ion has been paid o s udy he condi ions ha acili a e he p omo ion o
en i onmen al ac ion h ough a wide ange o in e en ions on a la ge scale. Mo eo e , how
o b ing a wide ange o possibili ies o ac ion close o people eminds unco e ed. In
addi ion, pa icipa o y app oaches aimed a gaining people’s in ol emen and commi men
along wi h con ex ual ac o s in luencing en i onmen al beha io need mo e a en ion [6].
This a icle aims o help ill hose gaps by inqui ing abou he implica ions o he public
space on acili a ing he adop ion o en i onmen al beha io . In doing ha we use he
mechanisms-based app oach [10] ha makes i possible o o mula e deep explana ions o
he ela ionship be ween ea u es o he public space and beha io .
A he cen e o ou e o is he obse a ion ha he public space is he a ena ha b ings
people oge he and makes possible a wide ange o ac i i ies, hus c ea ing oppo uni ies
o he sp ead o en i onmen al beha io h ough social con agion. Acco ding o Ca mona
e al. [11], public space e e s o he physical space whe e social ac i i ies occu . We s udy
he ole o ea u es o he public space acili a ing he implemen a ion o di e en
in e en ions aimed a ackling in e nal and ex e nal ac o s in luencing beha io and he
mic o-le el pa hways leading o po en ial success.
This s udy seeks o con ibu e o he li e a u e on beha io change and public space in
se e al ways. Fi s , i shi s he ocus om he ela i e e ec i eness o speci ic s a egies
add essing speci ic ac o s in luencing beha io o he condi ions ha acili a e he
implemen a ion o a wide ange o in e en ions, hus inc easing he possibili ies o ac ion.
Second, based on in-dep h quali a i e analysis, we p o ide heo e ical – p ac ical insigh s
in o he link be ween public space and beha io change. In doing his, we deli e a wide
ange o possibili ies ha p ac i ione s can use o b ing ac ion close o people and highligh
he ole o he public space owa ds sus ainable socie ies and ci ies.
The pape p o ides a b ie o e iew o in e nal and ex e nal ac o s in luencing
beha io ; e iews he mos in luen ial s a egies encou aging beha io ; p esen s a se o
ea u es o he public space; and analyses how hose ea u es acili a e he success o
di e en s a egies encou aging en i onmen al beha io . Finally, we d aw conclusions and
discuss ou indings.
2 FACTORS INFLUENCING ENVIRONMENTAL BEHAVIOR
One basic dis inc ion can be made be ween in e nal and ex e nal ac o s in luencing
beha io . In e nal ac o s in ol e indi idual capabili ies [4], mo i a ions [6] and
p e e ences [12]. Ex e nal ac o s e e o condi ions ou side he con ol o he indi idual
ha migh acili a e o hinde en i onmen al beha io , he la e unde s ood as beha io
ha ha ms he en i onmen as li le as possible, o e en bene i s he en i onmen [6].
Li e a u e dealing wi h he e ec i e p omo ion o en i onmen al beha io sugges s
unde aking speci ic s eps owa ds success, s a ing wi h he iden i ica ion o beha io s
wi h a signi ican impac on he en i onmen , and inishing wi h he assessmen o he
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e ec i eness o he in e en ions. Tha li e a u e has poin ed ou he impo ance o he
iden i ica ion and subsequen o e coming o ac o s o ba ie s o ac ion as a key s ep
owa d success. G ea e success in o e coming ba ie s migh be achie ed h ough he
design o in e en ions esponding o ailo made s a egies ackling he iden i ied ba ie s
[4], [6], [13], [14]. In his line o wo k, we i s p esen some o he mos popula in e nal
and ex e nal ac o s in luencing beha io , ollowed by s a egies o cope wi h hem. A e
ha , we p esen a se o cha ac e is ics and di e si ies o he space necessa y o unde s and
i s ole acili a ing he implemen a ion o he di e en s a egies.
2.1 In e nal ac o s in luencing beha io
Mo i a ion: Re e s o he eason and in e nal s imulus o a beha io , implying mo i es o
i and in ensi y [5].
Values: The alues shape much o he indi idual in insic mo i a ion and can be
in luenced by di e en ac o s, ac o s, con ex s, and pas expe iences [5].
A i udes: They e e o he pe sis en posi i e o nega i e eeling abou some pe son,
objec o issue. A i udes can be s ongly in luenced by he associa ed cos s in e ms o
ime, e o , money [5] and bene i s [15].
Belie s: Re e s o belie s abou he di icul y o aking ce ain ac ions o abou he
consequences o sel , o he s o he en i onmen [4].
Sel -in e es : Re e s o he expec ed cos s and bene i s by pe o ming he beha io [15].
Gene al p edisposi ion: Re e s o a pe son wi h lexibili y in o de o pe o m di e en
en i onmen al beha io s, unlike someone willing o pe o m only ce ain beha io s [4].
En i onmen al knowledge: Implies he amilia i y wi h he en i onmen al p oblem and
i s causes [5].
En i onmen al awa eness: Re e s o he consciousness o he impac o human
beha io in he en i onmen . I deals wi h he link be ween knowledge and pe cep ion o
h ea s and e ec s, which in u n shapes indi idual’s belie s, alues and a i udes as a
esponse o emo ional eac ions like ea , sadness, pain, ange , and guil [5].
P ac ical and echnical knowledge: Implies o know how o lowe he en i onmen al
impac [5].
Pe cei ed beha io al con ol: Re e s o he pe cei ed possibili y o pe o m he
beha io [15] and he abili y o b ing change [5].
Pe sonal commi men : Is he communica ed willingness o ake en i onmen al ac ion
[5].
Responsibili ies and p io i ies: Re e s o he p io i y gi en o he indi idual´s
esponsibili ies, being he own well-being and he well-being o he amily he highes
p io i y [5].
Pe cei ed eedback abou ecological beha io : Re e s o he necessa y posi i e
ein o cemen in o de o con inue pe o ming he beha io [5].
Social and cul u al ac o s: Re e s o he mu ual in luence be ween indi iduals and he
socie ies in which hey li e [16].
Habi s and ine ia: Habi s e e o he way beha io al choices a e made. They a e
econside ed when he con ex changes signi ican ly [6]. Ine ia is oo ed on habi , ac ing
jus as in he pas [17].
Injunc i e, pe sonal no ms: Injunc i e no ms in ol e pe cep ions o which beha io s
a e ypically app o ed o disapp o ed, mos indi iduals doing wha hey hink is socially
app o ed [18].
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Desc ip i e no ms: They in ol e pe cep ions o which beha io s a e ypically common,
mos indi iduals doing wha is mos popula [18].
2.2 Ex e nal ac o s in luencing beha io
Ins i u ional ac o s: Includes a la ge numbe o go e nance- ela ed issues acili a ing o
hinde ing en i onmen al ac ion like go e nmen egula ions and policies, mone a y
incen i es, physical in as uc u e and a ailable echnology [4]. While he impac o
a i udes and knowledge on indi idual beha io is unce ain, hey migh ha e g ea impac
on ci izenship ac ion suppo ing ins i u ional change [5].
Economic ac o s: Re e s o a ional decisions o maximize u ili y whe e ce ain
ou comes migh be pe cei ed as losses o as un ai [19].
A ailabili y/supply: Re e s o he possibili y o access p oduc s and se ices necessa y
o pe o m he desi ed beha io [6].
Con enience: Re e s o he deg ee o di icul y o pe o m he beha io .
Quali y: Re e s o s anda ds o quali y [12].
Ex e nal ac o s like economic conside a ions a e in e wined wi h in e nal ac o s. Fo
ins ance, when he beha io is e y cos ly, indi idual mo i a ions a e no ele an when
making decisions [6]. Beha io is he esul o he in e ac ion be ween in e nal and ex e nal
ac o s, whe e in e nal ac o s migh c ea e an ini ial p edisposi ion o ac , bu he esul
migh be shaped by ex e nal ac o s [4].
3 STRATEGIES TO INFLUENCE ENVIRONMENTAL BEHAVIOR
Once he in e nal and ex e nal ac o s in luencing he desi ed beha io ha e been iden i ied,
in e en ion s a egies can be de eloped o add ess each o hem. Wha ollows is a
selec ion o s a egies add essing in e nal and ex e nal ac o s owa ds beha io change.
In o ma ion: Acco ding o S e n [20], in o ma ion is an in e en ion in he pe sonal
domain ha can in luence indi idual’s basic alues, belie s, a i udes, mo i es and eelings,
whe e he ou come is he esul o he in e ac i e e ec s o he di e en in e en ions. Fo
ins ance, in o ma ion abou al e na i es o ac ion migh inc ease indi idual’s
en i onmen al knowledge. New knowledge can esul in changes in a i udes, which in u n
migh in luence beha io [6]. The skill o apply ha knowledge, migh lead o immedia e
ac ion [21].
In o ma ion is likely o be mo e e ec i e when p esen ed a he poin o decision, when
i p o ides eedback abou he ob ained bene i s, when people simila o he a ge g oup
model he message o when i comes om a us ed sou ce. I is also pa icula ly e ec i e
when i is ein o ced by eques ing public commi men o when i highligh s he social
suppo o he beha io and ge s he in ol emen o he people [20]. Tailo ed in o ma ion
p e en s in o ma ion o e load and i migh be mo e e ec i e when add essing he pe sonal
si ua ion o he indi iduals, demons a ing clea esul s and being aligned wi h hei co e
alues and belie s [1].
En i onmen al campaigns migh ha e an iden i iable componen o pe suasion [22].
Pe suasi e messages a e cha ac e ized by being speci ic and conc e e, ha ing a co e idea,
being c edible, highligh ing he indi idual abili y o pe o m he beha io and i s bene i s,
con eying he idea ha he beha io is some hing good ha e e ybody does, and c ea ing a
ision o a desi able u u e [23].
Social no ms: Indi iduals end o do wha is socially app o ed as well as is common o
popula . The use o injunc i e no ms implies o highligh wha is ypically app o ed o
disapp o ed, e e encing he igh hing o do. The use o desc ip i e no ms implies o
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highligh wha o he s ypically do. No m-based in e en ions migh be mo e e ec i e when
he desc ip i e and injunc i e messages a e aligned, being he in o ma ion abou wha
o he s do he mos powe ul guiding beha io , inc easing i s e ec i eness by making i
salien [18]. Desc ip i e no ms abou wha o he s do can be communica ed ia eedback,
isual cues o di ec obse a ion.
Commi men : This s a egy includes he de ini ion o explici goals, pledges and
p omises in o de o elici implemen a ion in en ion. Asking o w i en, o al, public o
p i a e commi men migh encou age ac ion, as indi iduals a e mo i a ed o keep hei
p omises and mee hei goals due o social p essu e [2], [23]. I pa icipan s a e en olled in
he desi ed ene gy p og am in si u immedia ely a e making commi men , he esul migh
be e en be e [2]. Commi men s wo k bes i hey a e meaning ul, w i en, made public,
and equi e some e o , inc easing he social p essu e o be consis en [23].
P iming and salience: Indi iduals eac o in o ma ion ha is made accessible in hei
mind ia p iming and o which hei a en ion is cons an ly d awn ia salience. The salience
s a egy implies cons an ly o d aw he indi idual’s a en ion, while p iming implies he use
o subconscious in o ma ion and senso y cues. P omp s and eminde s abou ene gy
conse a ion placed nex o ligh swi ches migh be e ec i e, while displays highligh ing
he good quali y o oods migh p ime indi iduals o buy o ganic ood [2].
Role models/modeling: This s a egy implies a ca e ul choice o he pe son o
messenge esponsible o encou aging he desi ed beha io . In o ma ion is mo e e ec i e
when he indi idual sugges ing he ac ion is pe cei ed as simila [2].
A ailabili y, quali y and con enience: This s a egy includes ac ions aimed a
p o iding easy and as access o good quali y p oduc s and se ices and/o p o iding he
op imal condi ions o pe o m he desi ed beha io . The in e en ion migh ackle he
well-iden i ied ba ie s o ime, e o and cos s, bu also i migh conside e iciency
op ions [13].
4 THE PUBLIC SPACE
The concep o public space e e s o he si es and se ings whe e public li e occu s. I is a
neu al a ena whe e all kind o social public ac i i ies and e en s ake place. The e is
he e o e a s ong ela ionship be ween space and socie y [11]. Public spaces ange in o m,
scale and unc ions, anging om squa es o s ee co ne s [24]. In his sec ion, we
in oduce a se o ea u es and di e si ies o he public space necessa y o unde s and i s
po en iali y o acili a e ac ion. This is ollowed by an in deep analysis ha explains how
hose ea u es acili a e he implemen a ion o di e en en i onmen al s a egies.
Accessibili y: The public space is closely associa ed wi h accessibili y, i.e. he capaci y
o en e and use a space. Acco ding o Ca mona e al. [11], a leas h ee o ms o
accessibili y mus be conside ed. Fi s , isual access allows indi iduals o e alua e he
place be o e hey en e i , including he le el o com o , accep ance and sa e y. Second,
symbolic access e e s o anima e (e.g. pa icula g oups) o inanima e (e.g. pa icula kinds
o shops) cues in he en i onmen ha migh indica e he ype o people ha a e welcome in
ha place and/o he kind o ac i i y ha is expec ed o pe o m, including he abili y o
pay. Thi d, physical access e e s o he physical a ailabili y o a gi en place o all social
g oups, including use o he en i onmen , implying ha i should be open o he “ eely”
( esponsible eedom) chosen and spon aneous ac ions o all i s use s. Physical access also
p esupposes accessibili y in e ms o public anspo [11]. In i ing and easily accessible
public spaces encou age people o mo e om he p i a e o he public en i onmen [25].
Si ua ional ea u es: Human beha io is si ua ional i.e. i is embedded and shaped by
physical, social, cul u al and pe cep ual con ex . The physical en i onmen in luences
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indi idual’s decisions in a leas h ee ways. Fi s , he physical en i onmen de e mines
wha indi iduals can do o do no in s ic ly p ac ical e ms. Second, he physical
en i onmen de e mines he su ounding oppo uni ies a ailable o he indi iduals. Thi d,
he physical en i onmen in luences he likelihood o indi idual ac ion, whe e some
choices a e mo e likely han o he s depending on he cha ac e is ics o a gi en se ing [11].
Oppo uni ies o exchange: The capaci y o en e and use a gi en public space opens
he oppo uni y o mul iple o ms o socio-cul u al and economic ansac ions o occu ,
which a e key elemen s in de ining a success ul place [26]. Socio-cul u al ansac ions
include p ac ices o communica ion, in e ac ion and in e mingling, whe e he public space
can be used as an in o ma ion s age o social lea ning and pe sonal de elopmen h ough
ac i i ies in ol ing leisu e, en e ainmen and gaining in o ma ion. The public space also
can unc ion as a o um o poli ical ac ion and ep esen a ion, in ol ing ac i i ies ha
accoun o he exis ence o a ci il socie y and ci izens [11]. Acco ding o A end ’s
in e p e a ion, i is he polis whe e ci izens could pa icipa e eely and equally in deba ing
and esol ing issues h ough g ass oo s collec i e ac ions [27]. Economic in e ac ions
migh in ol e consump ion p ac ices [11] p opelled by a wide o e o ac i i ies, p oduc s,
and se ices such as s ee ma ke s, cinemas, es au an s, and cul u al anima ion p og ams
among o he s [26].
Oppo uni ies o senso y expe iences: Public spaces a e associa ed wi h sense o place
and li ed-in expe iences, i.e. he way indi iduals expe ience and pe cei e places h ough
sensa ion and pe cep ion p ocesses. Sensa ion e e s o all human senses. The ision is he
dominan sense, codi ying wha lies be o e us and p o iding mo e in o ma ion han he
o he senses combined. The acous ic expe ience includes all su ounding li e, c ea ing
oppo uni ies o emo ionally ich expe iences and ga he ing o in o ma ion [11]. Seeing
and hea ing o he people en ails pa icipa ion in social ac i i ies in a e y sub le way ha
can lead o o he o ms o con ac as indi iduals a e inspi ed o ake ac ion by seeing o he s
in ac ion [25]. Depending on he si ua ion, he es o he senses migh en ich he li e-in
expe ience, which is codi ied h ough pe cep ion p ocesses. Pe cep ion conce ns o he
unde s anding o he li e expe ience. I implies cogni i e p ocesses in ol ing he ga he ing,
o ganizing, keeping and making sense o in o ma ion; a ec i e p ocesses in ol ing
eelings; in e p e a i e p ocesses in ol ing associa ions be ween pas and p esen
expe iences, and e alua i e p ocesses de ining i some hing is good, bad, aluable o
desi able. Despi e pe cep ion p ocesses occu a indi idual le el, simila i ies in
socializa ion and pas expe ience in combina ion wi h he p esen en i onmen migh lead
o he c ea ion o a collec i e image y and common place expe ience [11].
5 ANALYSIS
We use a ic ional example o illus a e and explain how he di e en ea u es o he public
space acili a e he implemen a ion o di e en s a egies encou aging ac ion. In line wi h
li e a u e dealing wi h he e ec i e p omo ion o en i onmen al beha io , we use an
in e en ion wi h a signi ican impac on he en i onmen o pe o m he analysis. Li ing
ca ee has been iden i ied as one o he ac ions wi h he po en ial o subs an ially educe
annual indi idual emissions [28]. We he e o e use ic i ious in e en ions aimed a he
p omo ion o he bike as a means o anspo o explo e he ela ionship be ween public
space and en i onmen al ac ion.
Accessibili y: A bike wo kshop consis ing o a basic uni whe e people ha e access o
in o ma ion and ools o epai bikes could se e as a igge o ac ion. The oppo uni y o
obse e a ew indi iduals epai ing bikes in a public space migh ca ch he indi idual’s
a en ion. To ca ch he eye o indi iduals is h ee- old: o es ablish isual con ac wi h
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hem, o encou age hem o ge in o and o show wha o he s do. Since no e e y indi idual
migh ha e a b oken bike a ha ime, hei immedia e in ol emen can be acili a ed by
o e ing he oppo uni y o en bikes in he se ing, inc easing he numbe o pa icipan s
and he likelihood o ac ion. Calling o highe pa icipa ion migh send ou he message
ha use and epai o bikes is popula and app o ed, hus he igh hing o do in
acco dance o social no ms – based s a egies. P in ed o isual in o ma ion communica ing
he ex ensi e use o bikes in happy neighbo hoods and ci ies migh ein o ce he idea ha
biking is some hing good ha many people do. Addi ionally, e e y ime ha a ce ain
numbe o bikes is success ully epai ed and/o en ed, he song o a bi d migh play,
s essing he popula i y and accep ance o he ac ion. The p esence o a g oup o people
migh c ea e baseline condi ions o he implemen a ion o o he en i onmen al s a egies.
When he in e en ion aims o each a wide audience, i is impo an o a oid cues in he
en i onmen es ic ing access. Fo ins ance, o e ing only ancy bikes o en in a ancy
en i onmen , migh sugges ha bo h en and epa a ion a e expensi e, inhibi ing he
pa icipa ion o low-income sec o s. On he con a y, cues in he en i onmen migh
indica e symbolic access o ce ain g oups when ole model-based s a egies a e used o
add ess a a ge g oup. Many s eps, inadequa e su aces and/o a lack o easy physical
access by public anspo may p e en ac ion, as a b oken bike is hea y and di icul o
anspo and i mus be ixed as soon as possible.
Along wi h he oppo uni y o ix and/o en a bike, e e y weekend a g een ma ke can
be o ganized whe e people can ind a a ie y o bike- ela ed p oduc s like bicycle lamps, o
e lec o es s, bu also bicycle bells imi a ing animal sounds and wheel-shaped cookies. To
ha e easy and as physical access o a wide a ie y o good and compe i i ely p ices
p oduc s migh ackle he ex e nal ba ie s o quali y, a ailabili y and con enience in e ms
o ime, e o and cos s, hus acili a ing a ailabili y-based s a egies. An o e iew o he
linkages be ween accessibili y ea u es and he implemen a ion o di e en beha io
s a egies is p o ided in Table 1.
Si ua ional ea u es: The physical cha ac e is ics o he space in luence he na u e and
scope o he in e en ion by de e mining space and in as uc u e oppo uni ies and
cons ain s. Enough and adequa e space o in e en ion would enable he ealiza ion o he
planned ac i i ies, as he ins alla ion o he epai uni s and in o ma ion boa ds while a
space ha i is e y small o looded wi h ixed u ban u ni u e migh impede o limi he
implemen a ion o di e en s a egies. A gene ous space can s age a wide ange o e en s
and/o ac i i ies suppo ing he main in e en ion like he c ea ion o suppo i e
a mosphe es, which in u n open an oppo uni y o mo e and majo in e en ions, hus
expanding he scope o ac ion and inc easing he likelihood o i . Fo ins ance, i he
physical cha ac e is ics o he se ing make i possible, he ix and en bikes o e could be
expanded by o e ing bike axi se ices, wi h he consequen inc ease o ela ed ac i i ies,
needs and ac ion, like he o ganiza ion o mo e public e en s o he need o mo e and
highe quali y bikes, o bike pa h expansion (Table 2).
Oppo uni ies o exchange: Depending on he physical condi ions o he space and
pa icula objec i es o he p ac i ione s, di e en in o ma ion-based in e en ions o gain
and con ey in o ma ion migh be conside ed. Tha includes a wide ange o leisu e,
en e ainmen and cul u al ac i i ies ha ake ad an age o an indi idual in a s a e o
openness and es o p omo e he use o he bike, like he o ganiza ion o quiz games,
a les, hea e plays, exhibi ions and guided bike ou s among o he s. Many ypes o
in o ma ion migh be in ol ed in he di e en ac i i ies, anging om gene al
en i onmen al in o ma ion o de ailed in o ma ion on how o ix a bike, add essing
di e en in e nal and ex e nal ac o s in luencing beha io . Fo ins ance, in o ma ion
The Sus ainable Ci y XV 299
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Table 1: The linkages be ween Accessibili y and beha io al s a egies.
Accessibili y S a egy In e en ion Aim Fac o s/
b
a ie s
Visual access Social no ms
Main in e en ion
– In ol ing ac i e pa icipa ion (e.g. people ixing
bikes) seconda y in e en ions
– Ren al (bike) se ice
– Visual/p in ed in o ma ion
– Sound
– A ac people
– Visual con ac
– Encou age pa icipa ion
– Show/sp ead beha io
– Se ing a quo um o he
implemen a ion o o he
s a e
g
ies
In e nal
Symbolic access Role model
– Cues in he en i onmen
– Ta ge ed in e en ion (e.g. ancy bikes in a ancy
en i onmen o anc
y
people)
A ac he a ge g oup In e nal
Physical access All s a egies
– Ba ie - ee access
– Adequa e su aces
–
Eas
y
access b
y
public anspo
– Facili a e ac ion
– Enabling indi idual’s ac ion In e nal
Physical access A ailabili y Physical a ailabili y and con enience (e.g. g een
ma ke )
P o ide quick and easy access
o
p
oduc s, se ices Ex e nal
Table 2: The linkages be ween Si ua ional ea u es and beha io al s a egies.
Si ua ional ea u es S a e
gy
Cha ac e is ic Ai
m
Fac o s/ba ie s
Physical cha ac e is ics All s a egies – Enough/adequa e space
–
In as uc u e
Enabling he ealiza ion o he planned
ac i i ies In e nal/ex e nal
Oppo uni ies/op ions All s a e
g
ies Ide
m
Expandin
g
he scope o ac ion In e nal/ex e nal
P obabili
y
/likel
y
o occu
All s a e
g
ies Ide
m
Inc easin
g
he likelihood o ac ion In e nal/ex e nal
300 The Sus ainable Ci y XV
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highligh ing he social suppo o he bike elsewhe e migh encou age he use o he bike
h ough no m compliance, while in o ma ion abou he economic and heal h bene i s o
biking migh encou age i s use h ough pe cei ed pe sonal bene i s. In he same way,
in o ma ion abou places whe e a o dable bikes a e sold, migh o e come incon enience.
In o ma ion can be gi en in di e en ways, including pe sonal communica ion, audio-
isual ma e ial and cues om he en i onmen .
C ea ing an a mosphe e o communi y h ough he o ganiza ion o social e en s
acili a es commi men -based s a egies, whe e indi iduals migh be mo i a ed o make
w i ing, o al o public commi men and o keep hei p omises as a eac ion o he social
p essu e. Commi men s in si u acili a e he pe o mance o he ac ion on di e en ime and
space. Some indi iduals migh p omise o buy a bike in he g een ma ke o ganized in si u
while o he s pac o pa icipa e in he nex weekly wo kshop in o de o acqui e knowledge
on bikes o o sa e money o buy a bike in he u u e o o p omo e he use o he bike a
home.
P iming and salience – based s a egies placing emphasis on he p esen a ion o op ions
o pa icipan s can be used o ein o ce success. Fo example, a ac i e and isible a eye
le el o go labels abou compa a i e cos and bene i s o di e en means o anspo whe e
he use o he bike is lis ed a he op, migh pe suade pa icipan s o ake ac ion. Salience
in e en ions can include a wide ange o ypes o in o ma ion ha can be con eyed in
di e en ways, including empo a y ad e ising like pos e s and b ochu es o h ough
e e yday p oduc s like T-shi s, caps, cups o pens ha he pa icipan s can use and hold.
G een ma ke s could suppo commi men , p iming and salience – based s a egies by
p o iding he oppo uni y o ake immedia e ac ion by acqui ing p oduc ha acili a e o
suppo he en i onmen al ac ion bu also could be used as a amewo k o implemen
a ailabili y – based s a egies. He e, pa icipan s migh ha e access o mul iple bike- ela ed
p oduc s, se ices and ba e ade p ac ices, he la e gi ing pa icipan s he oppo uni y o
gi e a bike helme in semi-use condi ion in exchange o bicycle lamps. Depending on he
oppo uni ies o e ed by he physical condi ions o he space, di e en in e en ions may be
designed wi h he aim o a ac di e en a ge g oups, which in u n migh inc ease he
exchange o expe iences and enhance he posi i e e ec o he domino e ec . Fo ins ance,
he bike in e en ion can be complemen ed by a g een ood in e en ion whe e people can
buy on si e bu ood is also dis ibu ed by ca go bikes, hus in ol ing new s akeholde s like
a me s and u ban ga dene s, who in u n will a ac mo e pa icipan s.
Regula o ganiza ion o e en s migh lead o equen con ac be ween egula
pa icipan s in he ac i i ies o he place, which in u n migh acili a e ci ic – based
s a egies in ol ing high le els o o ganiza ion. Public pa icipa ion migh add ess
ins i u ional ac o s hinde ing ac ion. Fo ins ance, o ganized ci il socie y can p omo e he
equi ed unding o encou age mass buying o bicycles, an e ec i e bike-loan sys em o a
plan o he de elopmen o cycle pa hs and pedes ian zones ully in eg a ed wi h public
anspo , i mly placing en i onmen al ac ion on he go e nmen al agenda. An o e iew o
he linkages be ween oppo uni ies o exchange and he implemen a ion o di e en
beha io s a egies is p o ided in Table 3.
Oppo uni ies o senso y expe iences: The s a us o neu ali y o he public space
acili a es he openness o he indi iduals o hei su ounding en i onmen . Thus, he
c ea ion o a suppo i e and pe suasi e ambience o he bike wo kshop migh en ich he
li e-in expe ience whe e he in e ac i e e ec s o he di e en in e en ions will shape
indi idual’s decision h ough sensa ion and pe cep ion p ocesses in ol ing a ional and
emo ional esponses as well as alue judgemen s. Senso y expe iences migh be maximized
The Sus ainable Ci y XV 301
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