{"id":119,"date":"2019-11-11T10:57:20","date_gmt":"2019-11-11T10:57:20","guid":{"rendered":"https:\/\/greendock.cz\/?p=119"},"modified":"2020-04-18T14:21:47","modified_gmt":"2020-04-18T14:21:47","slug":"jak-podporovat-lidi-v-udrzitelnem-chovani-tri-principy-z-behavioralnich-ved","status":"publish","type":"post","link":"https:\/\/greendock.cz\/en\/metody\/jak-podporovat-lidi-v-udrzitelnem-chovani-tri-principy-z-behavioralnich-ved\/","title":{"rendered":"Jak podporovat lidi v udr\u017eiteln\u00e9m chov\u00e1n\u00ed? T\u0159i principy z behavior\u00e1ln\u00edch v\u011bd"},"content":{"rendered":"<p>Od expert\u016f na lidsk\u00e9 rozhodov\u00e1n\u00ed a chov\u00e1n\u00ed \u010dasto sl\u00fdch\u00e1v\u00e1me, \u017ee lid\u00e9 maj\u00ed tendenci podce\u0148ovat zm\u011bny, kter\u00e9 se d\u011bj\u00ed po mal\u00fdch kousc\u00edch a v dlouhodob\u00e9m horizontu. Zm\u011bna klimatu je jednou z takov\u00fdch jev\u016f. Na\u0161e zem\u011b se od roku 1975 otepluje tempem 0,15 &#8211; 0,20\u00b0C za desetilet\u00ed <a href=\"https:\/\/earthobservatory.nasa.gov\/features\/GlobalWarming\">(1)<\/a>. Net\u0159eba se divit, \u017ee tato statistika s \u017eivotn\u00edm stylem v\u011bt\u0161iny lid\u00ed moc neh\u00fdbe. M\u011bn\u00edc\u00ed se klima je \u010dasto vn\u00edm\u00e1no jako abstraktn\u00ed, \u010dasov\u011b vzd\u00e1len\u00fd pojem, kter\u00fd se net\u00fdk\u00e1 p\u0159\u00edmo n\u00e1s (<a rel=\"noreferrer noopener\" aria-label=\"2 (otev\u0159e se na nov\u00e9 z\u00e1lo\u017ece)\" href=\"https:\/\/onlinelibrary.wiley.com\/doi\/full\/10.1002\/wcc.41\" target=\"_blank\">2<\/a>). Na druhou stranu, z \u0159ady v\u00fdzkumn\u00fdch zpr\u00e1v v\u00edme, \u017ee pokud se n\u00e1m poda\u0159\u00ed na klimatickou zm\u011bnu zareagovat sv\u00fdm chov\u00e1n\u00edm ji\u017e nyn\u00ed, velmi t\u00edm uleh\u010d\u00edme budouc\u00edm generac\u00edm. Jak p\u0159eklenout abstraktost spojenou s klimatickou zm\u011bnou a namotivovat sebe i bl\u00edzk\u00e9 k udr\u017eiteln\u011bj\u0161\u00edm n\u00e1vyk\u016fm? V&nbsp;na\u0161em \u010dl\u00e1nku si p\u0159edstav\u00edme t\u0159i mo\u017en\u00e9 cesty: propojov\u00e1n\u00ed udr\u017eiteln\u00e9ho chov\u00e1n\u00ed s&nbsp;osobn\u00edm prosp\u011bchem, vyu\u017e\u00edv\u00e1n\u00ed spole\u010densk\u00fdch s\u00edt\u00ed a poukazov\u00e1n\u00ed na m\u00edstn\u00ed dopady m\u011bn\u00edc\u00edho se klimatu.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Propojen\u00ed\nudr\u017eiteln\u00e9ho chov\u00e1n\u00ed s&nbsp;osobn\u00edm prosp\u011bchem<\/h2>\n\n\n\n<p>V \u017eivot\u011b m\u00e1me p\u0159irozenou tendenci \u010dinit takov\u00e1 rozhodnut\u00ed, kter\u00e1 n\u00e1m p\u0159inesou okam\u017eit\u00fd osobn\u00ed benefit (<a rel=\"noreferrer noopener\" aria-label=\"3 (otev\u0159e se na nov\u00e9 z\u00e1lo\u017ece)\" href=\"https:\/\/www.behavioraleconomics.com\/resources\/mini-encyclopedia-of-be\/present-bias\/\" target=\"_blank\">3<\/a>). Environment\u00e1ln\u00ed projekty, kter\u00e9 dok\u00e1\u017e\u00ed propojit udr\u017eiteln\u00e9 chov\u00e1n\u00ed s&nbsp;t\u0159e\u0161ni\u010dkou osobn\u00edho prosp\u011bchu, se \u010dasto t\u011b\u0161\u00ed velk\u00e9mu \u00fasp\u011bchu. P\u0159\u00edkladem jsou kav\u00e1rny, kter\u00e9 \u201eudr\u017eiteln\u00fdm\u201c z\u00e1kazn\u00edk\u016fm nab\u00edzej\u00ed extra v\u00fdhody. Nap\u0159. <em>\u201cse sv\u00fdm kel\u00edmkem m\u00e1te slevu na kafe.\u201d<\/em> V jin\u00fdch p\u0159\u00edpadech m\u016f\u017ee b\u00fdt siln\u00fdm motiv\u00e1torem pocit vlastn\u00ed vyj\u00edme\u010dnosti a hrdosti. Uve\u010fme jeden exoti\u010dt\u011bj\u0161\u00ed p\u0159\u00edklad: Prodejn\u00ed strategie zna\u010dky Tesla, kter\u00e1 vyr\u00e1b\u00ed ekologicky \u0161etrn\u00e9 automobily, nespo\u010d\u00edv\u00e1 ve zd\u016fraz\u0148ov\u00e1n\u00ed toho, \u017ee s&nbsp;jejich autem mohou b\u00fdt lid\u00e9 v\u00edce eko. Tesla prezentuje sv\u00fdm z\u00e1kazn\u00edk\u016fm luxus, vyj\u00edme\u010dnost a rychlou akceleraci (<a rel=\"noreferrer noopener\" aria-label=\"4 (otev\u0159e se na nov\u00e9 z\u00e1lo\u017ece)\" href=\"https:\/\/www.tandfonline.com\/doi\/full\/10.1080\/0965254X.2012.657224\" target=\"_blank\">4<\/a>). Lidsk\u00e9 hodnoty jsou v\u0161ak rozd\u00edln\u00e9 a pro jin\u00e9ho m\u016f\u017ee hrdost spo\u010d\u00edvat v&nbsp;opaku p\u0159epychu a luxusu: v \u017eivot\u011b s&nbsp;minimem v\u011bc\u00ed, produkci minim\u00e1ln\u00edho mno\u017estv\u00ed odpadu a nez\u00e1vislosti na \u017eivo\u010di\u0161n\u00fdch produktech. I zde p\u016fsob\u00ed pocit hrdosti s environment\u00e1ln\u00ed zodpov\u011bdnost\u00ed v synergii. Pokud umo\u017en\u00edme lidem v r\u00e1mci pro-environment\u00e1ln\u00edho chov\u00e1n\u00ed z\u00edskat \u201en\u011bco extra pro sebe\u201c \u2013 a\u0165 u\u017e materi\u00e1ln\u00ed odm\u011bnu nebo pocit hrdosti a v\u00fdjime\u010dnosti \u2013 nab\u00edz\u00edme jim v\u00fdznamn\u00e9 \u201epo\u0161\u0165ouchnut\u00ed\u201c k akci.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Vyu\u017e\u00edv\u00e1n\u00ed\nspole\u010densk\u00fdch s\u00edt\u00ed<\/h2>\n\n\n\n<p>Od lid\u00ed, kte\u0159\u00ed jsou n\u00e1m bl\u00edzc\u00ed a kter\u00fdm v\u011b\u0159\u00edme, p\u0159eb\u00edr\u00e1me chov\u00e1n\u00ed nejrychleji a nejrad\u011bji. V\u00fdzkumy v&nbsp;behavior\u00e1ln\u00ed ekonomii nazna\u010duj\u00ed, \u017ee se nemus\u00ed&nbsp; jednat o na\u0161e bl\u00edzk\u00e9, ale tak\u00e9 o celebrity, experty \u010di influencery, se kter\u00fdmi se ztoto\u017e\u0148ujeme (<a href=\"https:\/\/esajournals.onlinelibrary.wiley.com\/doi\/pdf\/10.1002\/fee.1777\">5<\/a>, <a rel=\"noreferrer noopener\" aria-label=\"6 (otev\u0159e se na nov\u00e9 z\u00e1lo\u017ece)\" href=\"https:\/\/esajournals.onlinelibrary.wiley.com\/doi\/full\/10.1002\/fee.1777\" target=\"_blank\">6<\/a>). V jednom z na\u0161ich v\u00fdzkumn\u00fdch rozhovor\u016f n\u00e1m anonymn\u00ed respondent sd\u011blil, jak\u00fd vliv maj\u00ed na jeho osobn\u00ed postoje experti: \u201e<em>Bylo pro m\u011b d\u016fle\u017eit\u00e9, kdy\u017e mi o vysych\u00e1n\u00ed p\u016fdy \u0159ekli odborn\u00edci.\u201d <\/em>Stejn\u011b tak uv\u011bdom\u011bn\u00ed si toho, \u017ee lid\u00e9 v okol\u00ed jedince za\u010d\u00ednaj\u00ed br\u00e1t v\u011bt\u0161\u00ed ohledy na \u017eivotn\u00ed prost\u0159ed\u00ed a doty\u010dn\u00fd zat\u00edm ne, je popichem k akci. \u201e<em>Je mi blb\u00fd, kdy\u017e pl\u00fdtv\u00e1m a ostatn\u00ed ne.\u201d<\/em> Soci\u00e1ln\u00ed okol\u00ed v\u0161ak funguje jako dvouse\u010dn\u00e1 zbra\u0148. Kdy\u017e jdou druz\u00ed negativn\u00edm p\u0159\u00edkladem, \u010dastou sebou stahuj\u00ed i p\u016fvodn\u011b anga\u017eovan\u00e9 lidi. \u201e<em>Doma recykluju, ale v pr\u00e1ci ne. Nem\u00e1me tam t\u0159\u00edd\u011bn\u00e9 ko\u0161e a kolegov\u00e9 se na to moc netv\u00e1\u0159\u00ed.\u201d<\/em> \u201e<em>Kdy\u017e to ned\u011blaj\u00ed ostatn\u00ed, j\u00e1 taky ne.\u201d<\/em> Co z&nbsp;toho vypl\u00fdv\u00e1? Pokud se sna\u017e\u00edme n\u011bkoho posunout k&nbsp;udr\u017eiteln\u00e9mu chov\u00e1n\u00ed, m\u00e1 smysl si nejd\u0159\u00edve zmapovat p\u0159evl\u00e1daj\u00edc\u00ed \u201esoci\u00e1ln\u00ed normu\u201c. Pokud udr\u017eiteln\u00e9 chov\u00e1n\u00ed d\u011bl\u00e1 ji\u017e v\u011bt\u0161ina lid\u00ed v&nbsp;okol\u00ed, m\u016f\u017eeme tuto informaci vyu\u017e\u00edt p\u0159i komunikaci s ignoruj\u00edc\u00ed men\u0161inou. Takto to nap\u0159. ud\u011blal americk\u00fd dodavatel energi\u00ed OPOWER, kter\u00fd dok\u00e1zal namotivovat dom\u00e1cnosti ke sn\u00ed\u017een\u00ed jejich spot\u0159eby elekt\u0159iny, aby byli v\u00edce udr\u017eiteln\u011bj\u0161\u00ed. A to pomoc\u00ed jedin\u00e9 informace nav\u00edc: dom\u00e1cnostem sd\u011blil, kolik m\u011bs\u00ed\u010dn\u011b za elekt\u0159inu utr\u00e1cej\u00ed jejich energeticky efektivn\u00ed sousedi (<a rel=\"noreferrer noopener\" href=\"https:\/\/inudgeyou.com\/en\/green-nudge-the-classic-social-comparison-experiment-by-opower\/\" target=\"_blank\">7<\/a>).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Poukazov\u00e1n\u00ed\nna m\u00edstn\u00ed dopady m\u011bn\u00edc\u00edho se klimatu<\/h2>\n\n\n\n<p>M\u00e1lo v\u011bc\u00ed m\u00e1 takov\u00fd dopad na \u010dlov\u011bka, jako setk\u00e1n\u00ed se tv\u00e1\u0159\u00ed v&nbsp;tv\u00e1\u0159 s&nbsp;re\u00e1ln\u00fdmi d\u016fsledky. Slovy jednoho z respondent\u016f v na\u0161em kvalitativn\u00edm v\u00fdzkumu: <em>\u201eUv\u011bdomuji si, \u017ee se m\u011bn\u00ed klima \u2013 n\u00e1\u0161 rybn\u00edk u\u017e 5 let nezamrzl.\u201c<\/em> Ub\u00fdvaj\u00edc\u00ed voda ve studni ka\u017ed\u00fdm rokem a jin\u00e9 drobn\u00e9 \u010di v\u011bt\u0161\u00ed zm\u011bny v bezprost\u0159edn\u00edm okol\u00ed \u010dlov\u011bka podn\u011bcuj\u00ed&nbsp;z\u00e1jem vyhled\u00e1vat informace, pro\u010d se tak d\u011bje. To potvrzuj\u00ed i akademick\u00e9 v\u00fdzkumy, kter\u00e9 ukazuj\u00ed, \u017ee je efektiv\u011bj\u0161\u00ed poukazovat na zm\u011bny prob\u00edhaj\u00edc\u00ed v&nbsp;\u017eivotn\u00edm prostoru \u010dlov\u011bka (<a href=\"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1177\/0013916511421196\">8<\/a>, <a href=\"https:\/\/journals.sagepub.com\/doi\/full\/10.1177\/1745691615598516\">9<\/a>)  &#8211; a\u0165 u\u017e jde o nezamrzaj\u00edc\u00ed rybn\u00edky v&nbsp;Ji\u017en\u00edch \u010cech\u00e1ch anebo vysych\u00e1n\u00ed zem\u011bd\u011blsk\u00e9 p\u016fdy na Morav\u011b &#8211; ne\u017e na zm\u011bny, ke kter\u00fdm doch\u00e1z\u00ed na jin\u00e9m kontinentu.<\/p>\n\n\n\n<p>T\u00edm, \u017ee ud\u011bl\u00e1me udr\u017eiteln\u00e9 chov\u00e1n\u00ed&nbsp; osobn\u011b odm\u011b\u0148uj\u00edc\u00ed, soci\u00e1ln\u011b propojen\u00e9 a lok\u00e1ln\u011b vzta\u017een\u00e9, m\u016f\u017eeme lidem pomoci nal\u00e9zt motivaci k&nbsp;environment\u00e1ln\u00ed akci. V Green Dock se pou\u0161t\u00ed do tvorby nov\u00fdch \u0159e\u0161en\u00ed, kter\u00e1 vyu\u017e\u00edvaj\u00ed poznatky z&nbsp;behavior\u00e1ln\u00edch v\u011bd, a kter\u00e1 reaguj\u00ed na pot\u0159eby odli\u0161n\u00fdch skupin v \u010desk\u00e9 populaci. Skrze n\u011b chceme p\u0159isp\u011bt k posunu \u010desk\u00e9 spole\u010dnosti k&nbsp;vy\u0161\u0161\u00ed environment\u00e1ln\u00ed odpov\u011bdnosti. Z\u00e1jemci o v\u00fdsledky na\u0161\u00ed pr\u00e1ce, z\u016fsta\u0148te nalad\u011bni.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img fetchpriority=\"high\" decoding=\"async\" width=\"960\" height=\"665\" src=\"https:\/\/greendock.cz\/wp-content\/uploads\/2019\/11\/brainstorm.jpg\" alt=\"\" class=\"wp-image-120\" srcset=\"https:\/\/greendock.cz\/wp-content\/uploads\/2019\/11\/brainstorm.jpg 960w, https:\/\/greendock.cz\/wp-content\/uploads\/2019\/11\/brainstorm-300x208.jpg 300w, https:\/\/greendock.cz\/wp-content\/uploads\/2019\/11\/brainstorm-768x532.jpg 768w, https:\/\/greendock.cz\/wp-content\/uploads\/2019\/11\/brainstorm-18x12.jpg 18w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><figcaption> Foto: Ond\u0159ej K\u00e1cha \u2013 Brainstorming \u010d\u00e1sti t\u00fdmu<\/figcaption><\/figure>","protected":false},"excerpt":{"rendered":"<p>Od expert\u016f na lidsk\u00e9 rozhodov\u00e1n\u00ed a chov\u00e1n\u00ed \u010dasto sl\u00fdch\u00e1v\u00e1me, \u017ee lid\u00e9 maj\u00ed tendenci podce\u0148ovat zm\u011bny, kter\u00e9 se d\u011bj\u00ed po mal\u00fdch kousc\u00edch a v dlouhodob\u00e9m horizontu. Zm\u011bna klimatu je jednou z takov\u00fdch jev\u016f. Na\u0161e zem\u011b se od roku 1975 otepluje tempem 0,15 &#8211; 0,20\u00b0C za desetilet\u00ed (1). Net\u0159eba se divit, \u017ee tato statistika s \u017eivotn\u00edm stylem [&hellip;]<\/p>","protected":false},"author":1,"featured_media":461,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[8,4,7],"class_list":{"0":"post-119","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-metody","8":"tag-behavioralni-vedy","9":"tag-green-dock","10":"tag-udrzitelnost","11":"czr-hentry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Jak podporovat lidi v udr\u017eiteln\u00e9m chov\u00e1n\u00ed? T\u0159i principy z behavior\u00e1ln\u00edch v\u011bd - Green Dock<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/greendock.cz\/en\/metody\/jak-podporovat-lidi-v-udrzitelnem-chovani-tri-principy-z-behavioralnich-ved\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jak podporovat lidi v udr\u017eiteln\u00e9m chov\u00e1n\u00ed? T\u0159i principy z behavior\u00e1ln\u00edch v\u011bd - Green Dock\" \/>\n<meta property=\"og:description\" content=\"Od expert\u016f na lidsk\u00e9 rozhodov\u00e1n\u00ed a chov\u00e1n\u00ed \u010dasto sl\u00fdch\u00e1v\u00e1me, \u017ee lid\u00e9 maj\u00ed tendenci podce\u0148ovat zm\u011bny, kter\u00e9 se d\u011bj\u00ed po mal\u00fdch kousc\u00edch a v dlouhodob\u00e9m horizontu. Zm\u011bna klimatu je jednou z takov\u00fdch jev\u016f. Na\u0161e zem\u011b se od roku 1975 otepluje tempem 0,15 &#8211; 0,20\u00b0C za desetilet\u00ed (1). 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