by Itala Yepez, (Community Strategy Director)

August 15, 2023

Behavior Change in the REDD+ Context: Paving the Path to Sustainable Conservation

The battle to protect our planet’s precious forests and biodiversity is an ongoing struggle, with many threats stemming from human behaviors such as deforestation, illegal logging, and unsustainable agricultural practices. In response to this challenge, initiatives like REDD+ (Reducing Emissions from Deforestation and Forest Degradation) have emerged to address the root causes of environmental degradation. Key to the success of such projects is understanding the vital role of behavior change in fostering long-lasting sustainable practices. In this blog, we will delve into the importance of developing strategies for behavioral change within the REDD+ context, aligning these strategies with project benefits, and navigating the different stages of behavior change.

When dealing with threats produced by human behaviors, it is essential to recognize that simply generating knowledge and raising awareness about environmental issues is not sufficient. While increasing awareness is a necessary initial step, it does not guarantee a shift in actions or behaviors. For example, people may be aware of the negative impacts of deforestation, yet economic pressures or lack of viable alternatives can hinder behavioral changes necessary to protect forests and biodiversity.

To make a tangible difference, REDD+ projects must focus on developing comprehensive strategies to promote and sustain behavioral shifts towards more environmentally friendly practices. This means identifying the drivers behind harmful behaviors and providing incentives and support to transition towards sustainable alternatives.

A key factor in facilitating behavior change within the REDD+ context is aligning the proposed strategies with tangible benefits for local communities and stakeholders. Often, the drivers of harmful behaviors are intertwined with livelihood and economic considerations. For instance, communities might rely on deforestation for income through timber sales or land clearance for agriculture.

To address this, REDD+ projects should aim to introduce alternative income streams that are ecologically sustainable and economically viable. This could include supporting eco-friendly agroforestry practices, ecotourism, or sustainable harvesting of non-timber forest products. By demonstrating the economic benefits of sustainable behaviors, projects can foster a sense of ownership and empowerment within local communities, making them more receptive to the proposed changes.


Differentiating Awareness from Behavior Adoption

It is vital to distinguish between raising awareness and promoting actual behavior adoption. Awareness campaigns alone might not lead to the desired changes in behavior, as individuals may acknowledge the issues without being motivated to modify their actions.

Promoting behavior adoption requires a multifaceted approach that considers the unique motivations and challenges faced by different groups. This could involve tailored communication strategies, capacity building, and ongoing support to help individuals and communities transition from awareness to active engagement in sustainable practices.


The Stages of Behavior Change

Behavior change is a process that typically unfolds through several stages. Understanding these stages can aid in the design of effective interventions:

Pre-contemplation: At this stage, individuals may be unaware of the need for change or may not recognize the negative consequences of their current behaviors. Awareness-raising efforts are crucial during this phase to introduce the topic and its significance.

Contemplation: During this stage, individuals acknowledge the need for change but may be uncertain about the benefits or their ability to make the shift. Providing information about the positive outcomes of sustainable behaviors and showcasing success stories can help overcome doubts.

Preparation: In this stage, individuals have recognized the importance of behavior change and are actively gathering information and resources to support their efforts. They may be seeking guidance and formulating plans to implement sustainable behaviors effectively.

Validation: In this stage, individuals experiment with adopting new behaviors on a small scale. They seek validation and support to confirm that their efforts are worthwhile. Creating safe spaces for experimentation and learning is essential during this phase.

Action: This stage marks the actual adoption of sustainable behaviors. Concrete support and incentives are vital to reinforce positive actions and to overcome potential barriers.

Maintenance: The final stage involves sustaining the newly adopted behaviors over the long term. Continued support, monitoring, and reinforcement are essential to ensure that the changes become ingrained habits.

When implementing behavior change initiatives within local communities as part of REDD+ projects, it is crucial to consider the Diffusion of Innovation theory. Developed by sociologist Everett Rogers, this theory outlines the process through which new ideas, practices, or technologies spread within a social system. Understanding this curve can significantly enhance the effectiveness and acceptance of behavior change efforts among different groups in the community.


The Diffusion of Innovation Curve comprises five distinct adopter categories:

Innovators: This group represents the first individuals to embrace new ideas or behaviors. They are adventurous, open to risks, and often act as influencers within the community. Innovators are crucial in setting an example for others.

Early Adopters: Early adopters follow the innovators and are quick to adopt new practices. They possess higher social status and act as opinion leaders, respected and admired by others in the community.

Early Majority: The early majority comprises individuals who are cautious but open to change. They observe the experiences of the innovators and early adopters before deciding to adopt the new behavior.

Late Majority: The late majority is more skeptical and conservative in their approach to change. They adopt new behaviors only after seeing the majority of the community adopting them.

Laggards: Laggards are the last to adopt change, often due to resistance to innovation or limited access to information.

By considering the Diffusion of Innovation Curve, behavior change initiatives can be tailored to address the needs and concerns of each adopter category within the local community. Here’s how:

Targeting Innovators and Early Adopters: Engaging with innovators and early adopters from the start is essential. These individuals can serve as change champions, helping to spread awareness and enthusiasm for sustainable behaviors. Offering incentives and recognition for their efforts can further motivate them to take the lead.

Empowering Early Majority: To engage the early majority, focus on providing clear evidence and success stories of how sustainable behaviors have benefited others. Peer-to-peer communication and building trust within this group can help accelerate adoption.

Addressing Concerns of Late Majority: The late majority may have reservations about behavior change due to fear of the unknown or skepticism. Providing reliable information, addressing misconceptions, and offering support can alleviate their concerns and encourage them to embrace sustainable practices.

Reaching Out to Laggards: Although reaching laggards can be challenging, it is crucial not to leave them behind. Tailor messages to resonate with their values and address specific barriers they may face. Utilize community leaders or respected individuals to help bridge the gap and foster engagement.

Leveraging Social Networks: Leveraging existing social networks and communication channels within the community can aid in spreading information and encouraging behavior change. Community meetings, workshops, and local media can be effective platforms for disseminating messages.

As we embark on the journey to safeguard our planet’s forests and biodiversity, we must recognize that behavior change is the cornerstone of sustainable conservation in the REDD+ context. Simply raising awareness is not enough; it is the proactive adoption of eco-friendly practices that will yield tangible results. To achieve this, we must tailor comprehensive strategies that address the unique drivers of harmful behaviors and align them with local communities’ needs and aspirations.

We find ourselves at a critical juncture, where the success of REDD+ projects hinges upon our ability to navigate the different stages of behavior change. From raising awareness to encouraging action and fostering maintenance, each step is vital in creating lasting impact. By acknowledging the Diffusion of Innovation theory, we can embrace the power of change champions and influencers, empowering them to inspire others within their communities.

Together, we can rewrite the narrative of environmental conservation, weaving a tapestry of sustainable practices that benefit both nature and society. Let us forge ahead with determination, resilience, and empathy, recognizing that every small shift in behavior is a stepping stone toward a greener, healthier, and more prosperous future for our planet. The path may be challenging, but with collective effort and unwavering commitment, we can pave the way to a brighter tomorrow, where the harmony between humanity and nature flourishes. The time for action is now – let us rise to the occasion and secure a legacy of sustainable conservation for generations to come.


The blog “Behavior Change in the REDD+ Context: Paving the Path to Sustainable Conservation” is published with permission from Itala Yepez.

Follow Itala’s blog HERE

More news from Permian Global HERE