Understanding the role of Fogg behavior model in enhancing green consumption practices

Abstract

The studies on behaviour change often follow various models, theories, approaches, strategies and framework to develop interventions aimed at altering behaviour in a best possible way. Many researchers have used ‘Fogg Behavior Model’ to persuade the target behaviour. In this context, the intervention-based study using ‘Fogg behavior model’ (FBM) and three components of behaviour change i.e. ability, motivation, and prompt/trigger was conducted in Ludhiana district of Punjab, India, aimed to enhance overall green consumption practices (GCP) among 300 students from six government schools. The results of the study revealed that both the experimental schools showed a significant improvement in GCP post intervention, in urban experimental group and in rural experimental group. These findings underscore the effectiveness of intervention based on ‘Fogg Behavior Model’ in altering the behaviour linked to green consumption practices.