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Applying Social and Behavior Change to Climate Change Adaptation a Literature Review

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Applying Social and Behavior Change to Climate Change Adaptation a Literature Review TECHNICAL REPORT APPLYING SOCIAL AND BEHAVIOR CHANGE TO CLIMATE CHANGE ADAPTATION A LITERATURE REVIEW September 2019 This document was produced for review by the United States Agency for International Development. It was prepared by Chemonics for the Adaptation Thought Leadership and Assessments (ATLAS) Task Order No. AID-OAA-I-14- 00013, under the Restoring the Environment through Prosperity, Livelihoods, and Conserving Ecosystems (REPLACE) IDIQ. Chemonics contact: Chris Perine, Chief of Party ([email protected]) Chemonics International Inc. 1717 H Street NW Washington, DC 20006 ATLAS reports and other products are available on the Climatelinks website: https://www.climatelinks.org/projects/atlas Cover Photo: Neil Palmer, CIAT. Two farmers in Kawanda, Uganda discuss the potential for growing drought-tolerant bean varieties to foster climate-smart, resilient development. APPLYING SOCIAL AND BEHAVIOR CHANGE TO CLIMATE CHANGE ADAPTATION A LITERATURE REVIEW September 2019 Prepared for: United States Agency for International Development Adaptation Thought Leadership and Assessments (ATLAS) Prepared by: Chemonics International Inc. This report is made possible by the support of the American people through the United States Agency for International Development (USAID). The contents of this report are the sole responsibility of the author or authors and do not necessarily reflect the views of USAID or the United States Government. CONTENTS LIST OF TABLES AND FIGURES ······································································ I ACRONYMS ·································································································· II ACKNOWLEDGMENTS ·················································································· 3 EXECUTIVE SUMMARY ·················································································· 4 INTRODUCTION ···························································································10 Why SBC for climate change adaptation? ..................................................................... 10 What is unique about SBC for climate change adaptation? ........................................... 11 Broadening our view of what influences behavior .......................................................... 13 Purpose of review .......................................................................................................... 14 1. SOCIAL AND BEHAVIORAL DETERMINANTS, THEORIES, AND MODELS ····························································································16 1.1 Social and behavioral determinants ......................................................................... 17 Perceived self-efficacy ..................................................................................................................... 19 Perceived response (action) efficacy ............................................................................................... 20 Perceived risk and severity .............................................................................................................. 20 1.2 SBC models and theories ........................................................................................ 22 1.3 Examples and types of behavior change in adaptation ............................................ 25 1.4 Critiques of SBC in international development ......................................................... 27 2. APPLICATION OF BEHAVIORAL MODELS IN ADAPTATION AND OTHER DEVELOPMENT PROJECTS ······················································30 2.1 Health Belief Model ................................................................................................. 30 2.2 Theory of Reasoned Action/Planned behavior ......................................................... 31 2.3 Protection Motivation Theory and related models .................................................... 33 2.4 Social Learning Theory ............................................................................................ 37 2.5 Nudge theory ........................................................................................................... 38 2.6 Other Relevant Theories: Framing Theory and Diffusion of Innovations .................. 39 Framing Theory ............................................................................................................................... 39 Diffusion of Innovations ................................................................................................................... 40 2.7 Matching Adaptation Contexts with SBC Approaches: Illustrative Examples ........... 41 3. IDENTIFYING DETERMINANTS THROUGH FORMATIVE RESEARCH ········43 3.1 Traditional practices ................................................................................................ 43 3.2 Best practice ............................................................................................................ 44 Barrier Analysis ............................................................................................................................... 44 Knowledge, Practice, and Coverage (KPC) surveys ....................................................................... 44 Risks, Attitudes, Norms, Abilities, and Self-Regulation (RANAS) surveys ....................................... 45 4. SBC INTERVENTION LEVELS, TECHNIQUES, AND COMMUNICATION CHANNELS ························································································47 4.1 Whom to reach: The SocioEcological Model ............................................................ 47 4.2 Matching SBC objectives with behavior change techniques and communication channels .................................................................................... 48 5. CATALYZING CHANGE: EXAMPLES OF SBC PROGRAMS, APPROACHES, AND COST EFFECTIVENESS ·········································51 APPLYING SOCIAL AND BEHAVIOR CHANGE TO CLIMATE CHANGE ADAPTATION | i 5.1 Food for the Hungry/Mozambique Care Group Project ............................................ 51 5.2 Rare Pride campaigns: Establishing reciprocal agreements for water and biodiversity conservation in Peru ........................................................................ 53 5.3 Shamba Shape Up: Pioneering television use for agriculture in East Africa ............. 55 5.4 Educational entertainment for environmental health and conservation in Ghana ................................................................................................................ 57 5.5 Participatory community video for improved nutrition and hygiene In the Sahel ................................................................................................................. 58 5.6 Community-based social marketing approach (mixed methods) .............................. 60 6. IMPLEMENTING SBC PROGRAMMING FOR ADAPTATION ······················61 6.1 Understanding the situation and conducting formative research .............................. 61 6.2 Developing a SBC strategy ...................................................................................... 64 Creating communication materials .................................................................................................. 65 Implementing, monitoring, and evaluating SBC work ...................................................................... 66 7. CONCLUSION ·····················································································67 REFERENCES ······························································································69 ADDITIONAL SOURCES ················································································80 ANNEX A: COMMON SOCIAL AND BEHAVIORAL DETERMINANTS ···················82 ANNEX B: COMMON SBC THEORIES, MODELS, AND FRAMEWORKS ···············85 ANNEX C: SBC FOR ADAPTATION SCENARIO: COASTAL EROSION ················91 ANNEX D: SELECTED SBC PROJECTS IN INTERNATIONAL DEVELOPMENT ··················································································98 ANNEX E: SELECTED SBC RESOURCES ······················································ 104 APPLYING SOCIAL AND BEHAVIOR CHANGE TO CLIMATE CHANGE ADAPTATION | ii LIST OF TABLES AND FIGURES Figure 1. Theory of Reasoned Action ........................................................................................31 Figure 2. Extensions of the Protection Motivation Theory ..........................................................33 Figure 3. Sociocognitive model of proactive private climate change adaptation ........................34 Figure 4. Risk, coping, and social appraisal model of adaptation decisions ...............................35 Figure 5. Conceptual model of major factors relating to adaptation, with an emphasis on social identity ......................................................................................................................................36 Figure 6. The threat, coping, and social appraisal, maladaptation, and behavioral intention model ........................................................................................................................................36 Figure 7. The Socioecological Model ........................................................................................47 Figure 8. The Rare Principles of Pride campaign theory of change ...........................................54 Figure 9. The Shamba Shape Up theory of change ..................................................................55 Figure
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