Jonathan Stubbs
Division of Engineering Psychology
Department of Human Work Sciences
Luleå University of Technology
971 87 Luleå Sweden
Office: +46 920 91418
Fax: +46 920 91030
jods@arb.luth.se

Acceptance of new products or willingness to comply with new policy is dependent upon attitude. Slightly over half of most developed country populations have been found to possess attitudes favourable towards sustainable services and systems (3S). Still, the percent lacking interest or having a obstructive attitude is substantial. Their lack of participation and/or cooperation can hinder successful introduction of any 3S related activity. Social influence and attitude formation have been identified as critical for 3S and important in the success of a new product, policy or service. Discussed and related to successful 3S activities are conformity and compliance - aspects of social influence. With respect to attitude formation, emphasis in this paper is on modifying attitude by encouraging those who are less environmentally sensitive to engage in desired activities. Reviewed in the paper are the above concepts with reference to case studies of applications of these concepts in 3S activities.

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Last updated: 13 November, 2008