Rewarding positive environmental behaviour

Writing in the Guardian on 27 November, psychologist Adam Corner maintains that

people tend to act in a way that is socially acceptable,

but that behind the social norms are pitfalls to trap the overly-righteous.

Environmental campaigns using social norms will have to be supplemented with information targeted at specific groups about the desirability of their particular behaviours. If people are doing something positive, they need to know about it,

Corner says.
So just castigating the backsliders is not enough. Positive feedback to those doing the right thing environmentally is just as important.