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The Value-Behavior Gap in Sustainable

Development: A Review of the Evidence

Robert Kates

Kennedy School, Harvard University

November 4th, 2004

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Most advocates of sustainable

development recognize that for it to berealized would require changes in human

values, attitudes and behaviorsDespite

the importance of such value changes,however, relatively little is known about

the long-term global trends in values,

attitudes, and behaviors that will bothhelp or hinder a sustainability transition.

(Akin Mabogunje 2004)

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The Great Transition Scenario

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Great Transition

Progressive social evolution, human

solidarity and the art of living

Policy Reform

Stewardship through better

technology and management

Fortress World

Social chaos, fragmentation,

authoritarian solutions

Market Forces

Market optimism, hidden and

enlightened hand

Four Visions of the Future

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Great Transition In Great Transition, a connected and engaged global citizenry advancea new development paradigm that emphasizes the quality of life,human solidarity, and a strong ecological sensibility new valuesshape the planetary transition.

Great Transition includes the rapid penetration of environmentallybenign technologies, as does Policy Reform, but at a more rapid pace.A second major feature also supports environmental sustainability the shift toward less materially-intensive lifestyles. Resourcerequirements decrease as consumerism abates, populations stabilize,growth slows in affluent areas, and settlement patterns become moreintegrated and compact. At the same time, poverty levels drop, as

equity between and within countries rapidly improves.

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Values, Attitudes, and Behavior Values are expressions of, or beliefs in, the worth of

objects, qualities, or behaviors. Values define or direct usto goals, frame our attitudes, and provide standards against

which the behavior of individuals and societies can bejudged.

Attitudes refer to the evaluation of a specific object,quality or behavior as good or bad, positive or negative.Attitudes often derive from and reflect abstract values

Behavior refers to concrete decisions and actions taken byindividuals and groups, which are often rooted inunderlying values and attitudes

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Sustainable Development ValuesDocumentary Evidence

Historical Chronology

Sustainable Development Taxonomy The Earth Charter

The UN Millennium Declaration

The Great Transition Scenario

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Historical Chronology

Peace [1945]

Freedom [1950s] Development [1960s]

Environment [1970s]

Sustainable Development [1980s]

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Sustainable Development

TaxonomyW at is to be

sustaine :

W at is to be

evelope :ature

Earth

iodiversityEcosystems

eople

hild urvival

Li e ExpectancyEducationEquity

Equal Opportunity

Life Support

Ecosystem ervicesesources

Environment

conomy

Wealthroductive ectors

onsumptionulture

ulturesroupslaces

Society

Institutionsocial apital

tatesegions

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The Earth CharterGe nera l In ter me di a te

onviolence, eaces ustain ab ilit y educ ation [4]

prot ec t li ving beings [3]peac e culture [6]

e m o cr ac ytran sp ar en t, acc ou ntabl e, parti cipator yins titu tio ns [6]

oc ial & E conomicJustice

equita b le ec onom y [ 4]era d ica te po ve rty [3]

gende r eq ua lity [3]in d igenous , min orit y ri ght s [4]

E cological Int egr ity

biological d iv ersity and li e s u pp o rt [ 6 ]pr ec autionary appr oa ch [5]

s upp ortiv e pro duction, c onsum pti on &repr oduc tio n [6]eco lo g ica l s us ta inab ili ty kno ledge [3]

o mm u nit y o Li e

r es pec t li e d iversity [ 2]car e or l i e c om mu nit y [2]build dem ocratic so cieties [2] ut ure g en er a tions [2]

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The UN Millennium

DeclarationG ener al In term ed iateTo leranc e

pe ace, s ecu ritydisarma ment

Freedomhu m an r igh ts , de m ocra cygood gove rnanc e [7]

Equa lit y

dev el opm ent pov erty

eradication [18 ]

Shar edR espon si bi lit y

Africa [4]st reng then th e UN [11 ]

Solidarity pro tect th e vu lner abl e [3]

R espe ct for

Nature

pro tect co mm on

env iron me nt [6]

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The Great Transition Scenario

General Intermediate

Shared Responsibility

for Community Nature

ecological sensibility

accountability

democracy participationMaterial Sufficiency reject consumerism

equity

global solidarity

Nonmaterial Realization

for Good ife

self-realization

spirituality

culture

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Values Comparison Values come in many shapes, sizes, and guises

Values are ordered, but not consistently so

Key value themes 20th Century concerns: peace,freedom,development,

andenvironment

Three pillars of sustainable developmentenvironment,economy,andequity

Sustainability Transition: meetinghumanneeds,reducinghungerandpoverty, while preservingthelife

supportsystemsofthe planet.

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Sustainable Development Attitudes and Behavior

Survey Evidence

Sustainable Development: No data, but

Development

Environment

Driving Forces (I=PAT, D=PAE)

Population

Affluence, consumption, povertyTechnology

Entitlements

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Multinational Surveys[Dates] N=Number of countries

ne time

Health of the planet [1992] N=24

Pew Global Attitudes Project [2002]N=41

International Social Science Program[2000]N=26

Eurobarometer[2002] N=16

Multiple

GlobeScan Intl Envt Monitor [1997-2003] N=35

Demographic and Health Survey[1986-2002] N=17

ECD [1990-2002] N=23

World Values Survey[1981-1998] N= 68

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Development Surprisingly little data on attitudes towards humandevelopment, economic development, anddevelopment assistance.

Despite remarkable increases in human well-beingglobally pervasive sense that human well-beinghas recently been deteriorating.

Economic prosperity valued but little data on endpoints or distribution

Strong popular support but poor understanding ofdevelopment assistance to poor countries.

fficial national support much less

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Environment

Strong global environmental concern

Priority given to environment over

economic growth

Support strong national efforts, taxes,

regulations, but less for international action

Half report some pro-environment purchaseor recycle; but only 10-15% activist action

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Percent of Global Public Saying "Very Serious Problem"

72%70% 69% 69%

67% 67%

56%

46%

0%

50%

100%

Water

Pollution

Rain Forests Depletion of

Natural

Resources

Air Pollution Ozone Layer Species Loss Climate

Change

GMO Food

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American Support for Environmental Values"Agree"

9

30

45

87 8991 94

77

0

50

100

Humans

not part of

nature

Subdue

and control

nature

Rule

nature

Adapt to

nature

Moral

duties to

non-living

nature

Moral

duties to

plants

Moral

duties to

animals

Nature has

intrinsic

value

PercentofResp

ondents

Source: Leiserowitz 2003

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Population

Number of children desired declining

almost everywhere

Two-thirds support and use family planning

and contraception

Yet large unmet need for contraception,

20-25% births undesired

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Affluence, Poverty Dramatic rise in aggregate affluence and

consumption but 2.6 billion people live on less

than $2 per day Two-thirds say more poor in last decade and

poverty is primarily caused by unfair treatment bysociety

But large majorities of Japan, China, USA,Phillipines,Taiwan and Puerto Rico Believe thatPoverty due to aziness and ack of Will Powerof the Poor

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The New East-West Divide:Percent Blaming Poverty on aziness and ack of

Will Power of the Poor

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Consumption Majorities agree that, at the societal level, money,

material and status consumption are threats to

human cultures and the environment Majority thought less emphasis on money and

material possessions would be a good thing andmore time for leisure activities or family life istheir biggest goal.

But two thirds say that the spending of money onthemselves and their family represents one oflifes greatest pleasures

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39

51

52

56

56

57

58

59

66

68

69

71

81

82

84

88

89

74

49

49

0 25 50 75 100

Indonesia

Germany

Sweden

Chile

Japan

Italy

Spain

Russia

Canada

USA

France

Turkey

Great Britain

Argentina

Mexico

Brazil

Nigeria

China

India

South Korea

Spending Money on Self and Family is One of Lifes Greatest Pleasures

Percent

Source: GlobeScan 2000

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The Fulfillment Curve:H

ow much is enough?

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Subjective Well-Being by Level of Development

Source: Inglehart 2000

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Technology Public has very positive attitudes towards science

and technology

Dramatic differences in technological optimismregarding environement between richer and poorercountries

Strong support for renewable energy especially inEurope, hostility to nuclear, split between rich andpoor countries on chemical pesticides, andbiotechnology

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Equity and Entitlements arge majorities think equity has gotten worse

Majority (58%) agree most people are better off

in a free market economy, even though somepeople are rich and some are poor.

Access to entitlements declining the bundle ofincome, natural resources, familial and socialconnections, and societal assistance that are keydeterminants of hunger and poverty (Sen, 1982).

Two-thirds think government doing too little tohelp people in poverty within their own country

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Millenium Declaration Values Attitudes

Freedom [no data] Democracy Strong support for democracy

Equality 2/3 for eliminating inequality, for gender equality, less

clear for income equality

Solidarity [no data}

ToleranceTeach tolerance at home (70%) but dont live next door

to homosexuals(43%), Gypsies (38%), AIDs (37%) etc.

Respect for Nature Strong support for environment

Shared ResponsibilityMajority support for UN but not other international

economic institutions

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Attitudes Towards Contextual

Values Capitalism

Strong support for free market economy

Globalization a good thing (57%), increased connections

communciation, trade good (83-87%) but make thingsworse for environment, poverty, unemployment (45-47%)

Trust in Institutions High trust: Military, NG s

ow trust: legislatures, corporations

Social Change 2/3 choose gradual reform

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Acting on values, attitudes, and

behaviors Accelerating action

Bridging barriers

Choosing values

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Accelerating action

Examples: Collective: CFCs, civil rights, 9-11

Individual: smoking, drunk driving, seat belts, littering

Conditions for accelerating SD: .Public values and attitudes[Many in place]

Vivid imagery (focusing events)[ verall lacking]

Ready institutions and organizations[Many available]

Available solutions[Some available]

Accelerating Sustainable Development Africa

Climate Change

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Bridging barriers Barriers between attitudes and behavior:

For Individuals and Society: Direction and

strength of needed values and attitudes For Individuals: Time, money, access, literacy,

knowledge, skills, power, or perceived efficacy

For Society: aws, regulations, perverse

subsidies, infrastructure, available technology,social norms and expectations, and social,economic and political context

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Choosing values Most but not all values needed for SD existMillenium development Goals (2015)

Sustainability transition (2050)

Great transition Individuals and societies support abstract values

(peace, freedom, devlopment and environment)but in concrete decision-making value conflictsarise: e.g. species protection vs. exploitation,cheap fossil fuels vs. renewables, consumerism vs.good life

Value conflicts need to be acknowledged; valueuncertainties identified; value priorities made

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Which world

do we want?

The core question that inspires our work

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Research Questions

Values

What influence do each of the identified valuesexert over sustainability behavior?

How are the specific sustainability values and

attitudes (e.g., population, affluence, technologyand entitlements) influenced by changes incontextual values (e.g., freedom and democracy,tolerance, etc.)?

What values and life style changes will be

required to achieve the GreatTransition scenario?

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Research Questions

Attitudes-Behavior

What are the most critical attitude-behavior gapsand what can be done to bridge them?

What are the primary individual and contextualbarriers operating to constrain both individual andcollective sustainable behavior in particular social,economic, political, cultural and geographiccontexts?

What can we learn from retrospective studies ofpast successful and unsuccessful efforts to changepublic attitudes and behaviors (e.g., smoking,littering, drug abuse)?

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Research QuestionsV

alues-Attitudes

What are the values and attitudes that drivematerial consumption and consumerism?

What explains the large differences invalues, attitudes and behaviors (e.g.,regarding poverty, consumerism, equality)across different nations, regions or levels of

economic development?