Promoting pro-environmental behaviour amongst urban dwellers is one of today's greatest sustainability challenges. The aim of this study is to test whether an information intervention, designed based on theories from environmental psychology and behavioural economics, can be effective in promoting recycling of food waste in an urban area. To this end we developed and evaluated an information leaflet, mainly guided by insights from nudging and community-based social marketing. The effect of the intervention was estimated through a natural field experiment in Hökarängen, a suburb of Stockholm city, Sweden, and was evaluated using a difference-in-difference analysis. The results indicate a statistically significant increase in food waste recycled compared to a control group in the research area. The data analysed was on the weight of food waste collected from sorting stations in the research area, and the collection period stretched for almost 2 years, allowing us to study the short- and long term effects of the intervention. Although the immediate positive effect of the leaflet seems to have attenuated over time, results show that there was a significant difference between the control and the treatment group, even 8 months after the leaflet was distributed. Insights from this study can be used to guide development of similar pro-environmental behaviour interventions for other urban areas in Sweden and abroad, improving chances of reaching environmental policy goals.

Habits are the fundamental basis for many of our daily actions and can be powerful barriers to behavioural change. Still, habits are not included in most narratives, theories, and interventions applied to sustainable behaviour. One reason societies struggle to reach policy goals and people fail to change towards more pro-environmental lifestyles might be that many behaviours are now bound by strong habits that override knowledge and intentions to act. In this perspective article, we provide three arguments for why pro-environmental habits are a needed research agenda in sustainability science: (1) habit theory highlights how behaviour is heavily reliant on automatic processes, (2) the environmental context sets boundary conditions for behaviour, shape habits, and cues action responses, and (3) our habits and past behaviour shape our values and self-identity. These arguments highlight the transformative potential of looking at sustainable behaviours through a habit lens. We believe a research agenda on pro-environmental habits could generate a more holistic understanding of sustainable behaviours and complement today’s dominating approaches which emphasize reasoned decisions and intrinsic motivations such as values, norms, and intentions to understand and predict pro-environmental behaviour. We highlight evident knowledge gaps and practical benefits of considering habit theory to promote pro-environmental behaviours, and how habit architecture could be utilized as a strong leverage point when designing, modifying, and building urban environments.

Internal psychological factors, such as intentions and personal norms, are central predictors of pro-environmental behavior in many theoretical models, whereas the influence from external factors such as the physical environment is seldom considered. Even rarer is studying how internal factors interact with the physical context in which decisions take place. In the current study, we addressed the relative influence and interaction of psychological and environmental factors on pro-environmental behavior. A laboratory experiment presented participants (N = 399) with a choice to dispatch a used plastic cup in a recycling or general waste bin after participating in a staged “yogurt taste test.” Results showed how the spatial positioning of bins explained more than half of the variance in recycling behavior whilst self-reported recycling intentions were not related to which bin they used. Rinsing cups (to reduce contamination) before recycling, on the other hand, was related to both behavioral intention and external factors. These results show that even seemingly small differences in a choice context can influence how well internal psychological factors predict behavior and how aspects of the physical environment can assist the alignment of behavior and intentions, as well as steering behavior regardless of motivation.

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