Survey Says.... Don't Trust Surveys

Last week, I published the university’s most recent study on consumer attitudes towards reusable packaging. The findings were quite promising – the majority of respondents reported using reusables on a regular basis, while almost half sought out reusables in stores. 84% of respondents want businesses to offer more reusable options and 79% said that they would support a full transition towards reusable packaging. All of this suggests that we are on the precipice of widescale adoption of reusables and a transformation in how we use and interact with packaging. Sounds good to me…. A little bit too good.

Anecdotally, the results from the survey seem fundamentally disconnected from what I see in my day to day life. While there is no doubt that reusables are gaining traction in the marketplace, we still fundamentally remain “single use” consumers. ?The survey results seemingly overstate consumer’s willingness to both use and purchase reusables – which in many ways, should not entirely come as a surprise to those who have done survey-based research in the past.

While I have written about this issue in the past, the following is intended to be a more thorough examination of why these issues arise and what can be done to fix it.

Surveys are a widely used tool for assessing public opinions on various topics, particularly environmental concerns and sustainability. However, their reliability, especially in these domains, is often compromised by a phenomenon known as the "value-action gap." This gap, which highlights the divergence between expressed values and actual behaviors, significantly complicates our understanding of environmental consciousness. Moreover, the theory of planned behavior sheds light on why intentions do not always lead to actions, revealing the complex interplay of attitudes, norms, and perceived control over behavior.

Exploring the Value-Action Gap

The value-action gap refers to the inconsistency often observed between individuals' stated environmental priorities and their tangible actions. For example, while survey results might suggest high willingness among respondents to purchase eco-friendly products, actual market analysis frequently indicates lower than anticipated sales of such items. This discrepancy can be influenced by various factors, including:

Personal convenience: Individuals may prioritize their own comfort and ease over environmental considerations. For instance, they might choose to drive their car instead of using public transportation, even if they believe in reducing carbon emissions.

Economic constraints: Sustainable products often come with a higher price tag, which can deter consumers despite their environmental values. People may express a willingness to pay more for eco-friendly options in surveys, but when faced with actual purchasing decisions, they may opt for cheaper, less sustainable alternatives.

Perceived effectiveness of one's actions: Some individuals may feel that their individual actions have little impact on the larger environmental picture. This belief can lead to a sense of helplessness or apathy, causing them to forgo sustainable behaviors despite their stated values.

Prevailing social norms: If sustainable practices are not widely adopted or encouraged within a person's social circle or community, they may be less likely to engage in these behaviors themselves. The pressure to conform to dominant norms can override individual environmental values.

Understanding this gap is crucial not only for interpreting survey data accurately but also for designing interventions that effectively promote sustainable practices.

The Theory of Planned Behavior

Developed by Icek Ajzen, the theory of planned behavior explains the mechanics behind the decision-making process that leads to actual behavior. It posits that behavior is directly influenced by the intention to perform that behavior, which in turn is influenced by three key factors:

Attitudes towards the behavior: This refers to an individual's positive or negative evaluation of the behavior in question. For example, if a person believes that recycling is beneficial for the environment, they are more likely to have a positive attitude towards recycling.

Subjective norms: These are the perceived social pressures to engage in or refrain from a particular behavior. If an individual perceives that their peers or influential others approve of and engage in sustainable practices, they are more likely to do so themselves.

Perceived behavioral control: This refers to an individual's belief in their ability to perform the behavior. If a person feels that they have the necessary resources, skills, and opportunities to engage in sustainable actions, they are more likely to form intentions to do so.

For instance, an individual might believe in the benefits of recycling (positive attitude), but if they perceive that their peers are indifferent to recycling (subjective norms) or if there are no convenient recycling facilities available (perceived behavioral control), they may fail to engage in this behavior despite their attitudes.

The Influence of Intent on Action

Intentions are generally good predictors of behaviors that are deliberate and planned. However, translating these intentions into actions can be particularly challenging when it comes to environmental behaviors. Often, intentions such as using public transportation to reduce one's carbon footprint are overridden by factors like convenience or availability. This gap between intent and action becomes a critical area of study, especially when trying to foster more sustainable behaviors through policy and community planning.

Several factors can influence the relationship between intentions and actions:

Strength of intention: The stronger an individual's intention to perform a behavior, the more likely they are to follow through. Weak or ambivalent intentions are more easily overridden by competing factors.

Specificity of intention: Intentions that are specific and well-defined (e.g., "I will recycle all my plastic waste this week") are more likely to be enacted than vague or general intentions (e.g., "I will be more environmentally friendly").

Temporal stability: Intentions that remain stable over time are more predictive of behavior than those that fluctuate. If an individual's intention to engage in sustainable practices is consistently strong, they are more likely to act on it.

Presence of facilitating conditions: The availability of resources, opportunities, and support systems can greatly influence whether intentions are translated into actions. For example, if a city provides easily accessible recycling bins and regular collection services, residents' intentions to recycle are more likely to manifest in actual recycling behavior.

Capturing Modes of Behavior in Surveys

Surveys often struggle to capture the full spectrum of behaviors because they typically assume that all actions are the result of conscious, deliberate decision-making. However, human behaviors can be categorized into three main types, each influenced by different factors:

Habitual Behaviors: These are actions performed almost automatically due to repeated practice, such as using plastic bags for shopping. Habits are triggered by specific cues in the environment and are often performed with little conscious thought. Surveys may not accurately reflect these behaviors because respondents may not be consciously aware of them or may not consider them relevant to report. To capture habitual behaviors, surveys can use questions that probe specific, recurring actions (e.g., "How often do you use disposable plastic bags when shopping?") rather than general attitudes.

Transient Behaviors: These behaviors are sporadic and often influenced by specific circumstances or spontaneous decisions. For instance, choosing to buy a product because it's on sale or opting for an eco-friendly alternative due to a recent news story about environmental issues. Such behaviors can be difficult to predict through surveys as they may not represent a consistent pattern. To better capture transient behaviors, surveys can include questions about recent, specific experiences (e.g., "In the past month, have you chosen a product because of its eco-friendly packaging?") and the factors that influenced those decisions.

Planned Behaviors: These are actions that are premeditated and often reflect the attitudes and intentions that surveys aim to measure. Planned behaviors involve a conscious decision-making process and are guided by goals and forethought. While surveys can gauge these behaviors more reliably, they still fail to capture when and how the plans will be executed or abandoned. To assess planned behaviors, surveys can ask about specific intentions (e.g., "Do you plan to install solar panels on your home in the next year?") and the factors that might facilitate or hinder those plans.

Overcoming Biases in Survey Research

To enhance the validity of survey data in environmental studies, several strategies can be employed:

Behavioral Metrics Integration: Complementing surveys with actual behavioral data can provide a more realistic picture of consumer behavior. For example, combining survey responses about eco-friendly product preferences with sales figures for those products can help identify the value-action gap and its extent.

Contextual and Situational Analysis: Including questions that probe not just what respondents believe but also their perceptions of social norms and their actual ability to perform the behavior. This can provide insights into the subjective norms and perceived behavioral control that influence intentions and actions.

Longitudinal Studies: Tracking changes in attitudes and behaviors over time can help determine whether intentions are sustained and translate into long-term actions. By surveying the same individuals at multiple points in time, researchers can assess the stability of intentions and identify factors that contribute to the maintenance or abandonment of sustainable practices.

Mixed Methods Approaches: Combining quantitative surveys with qualitative interviews or focus groups can uncover deeper insights into the reasons behind the value-action gap. Qualitative data can provide rich, contextualized information about the barriers, motivations, and experiences that shape environmental behaviors.

Refined Question Design: Developing questions that minimize socially desirable responses and instead focus on specific, direct experiences and behaviors. For example, instead of asking "Do you care about the environment?", a survey might ask "In the past month, how many times did you choose to walk or bike instead of driving?" This approach can yield more accurate data on actual behaviors rather than just attitudes.

Educational and Normative Interventions: Addressing subjective norms and perceived behavioral control can help bridge the gap between environmental intentions and actions. Surveys can be used to identify areas where individuals lack knowledge or face barriers to sustainable behavior. This information can then guide the development of targeted educational campaigns, infrastructure improvements, and policy changes that make sustainable actions more socially acceptable and easier to perform.

Conclusion

In conclusion, surveys are a valuable tool for understanding public opinions on environmental issues and sustainability, but they have their limitations. The value-action gap, which refers to the difference between what people say they believe and what they actually do, can make it difficult to interpret survey results accurately. Additionally, the theory of planned behavior suggests that our intentions to act in a certain way are influenced by a complex interplay of our attitudes, the social norms around us, and our perceived ability to carry out the action.

To get a more complete picture of environmental attitudes and behaviors, researchers and policymakers need to take a multi-faceted approach. This may involve combining survey data with real-world behavioral data, conducting studies that track changes over time, and using a mix of quantitative and qualitative methods to gain deeper insights.

Designing surveys that ask about specific, recent experiences and behaviors, rather than just general attitudes, can also help to minimize biased responses. Furthermore, educational campaigns and policy changes that address social norms and make sustainable actions easier to perform can help bridge the gap between intentions and actions.

By understanding the complexities of human behavior and employing these strategies, we can create more effective surveys and interventions that promote sustainable practices and contribute to a greener future for all.