ENCOURAGEMENT OF PRO-ENVIRONMENTAL BEHAVIOUR (A CASE STUDY OF KYIV)
DOI:
https://doi.org/10.17721/2413-7154/2018.79.4-13Keywords:
pro-environmental behaviour, sustainable development, sustainable consumption, environmental awareness, territorial community of the cityAbstract
Numerous theoretical frameworks have been dedicated to the problem of sustainable development of cities and regions. Although many practical actions have been undertaken, no perfect mechanism of encourage pro-environmental behaviour has been found yet. Non-ecological behaviour is the most arduous barrier to achieving the sustainable development goals because of the various reasons such as low awareness of environmental issues, traditional values and lifestyle. Pro-environmental behaviours include such practices as recycling, electricity saving, water saving, using public transportation, bicycle or walking, using LED lamps instead of fluorescent lamps etc. The promotion of pro-environmental behaviours in people’s daily lives is an important factor for stimulating the development of different sectors of green economy. Our article describes a general assessment of the ecological behaviour of the population in the city of Kyiv and Ukraine as a whole. The regional features of pro-ecological behaviour, which are the differences in people’s practices and attitudes in Western and Eastern parts of Ukraine, as well as in large cities and rural areas, are revealed. Also models of pro-environmental behaviour, which correspond to the sustainable development goals, have been distinguished. Formation of the model of behaviour depends on citizen’s social status, age, education and other characteristics. The key element of the sustainable development mechanism is considered as a way of changing of behavioural patterns under the influence of certain tools that can be promoted by the city authorities. The most effective way to encourage pro-environmental behaviour is combination of informational and structural strategies. The task of informational strategies is increasing actor’s knowledge about behaviours. Structural strategies are aimed to change contextual factors such as the availability and the actual costs and benefits of behavioural alternatives. For implementation of encouraging policy is necessary to make a choice between a large number of measures and instruments of influence. We propose the individualized social marketing approach, in which interventions is tailored to the needs, wants and perceived barriers of individual segments of the city residents.
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