{"id":1560,"date":"2020-09-11T11:29:14","date_gmt":"2020-09-11T11:29:14","guid":{"rendered":"https:\/\/greendock.cz\/?p=1560"},"modified":"2022-01-21T18:58:38","modified_gmt":"2022-01-21T18:58:38","slug":"co-nam-brani-v-ekologickem-chovani-miziva-podpora-nasich-blizkych","status":"publish","type":"post","link":"https:\/\/greendock.cz\/en\/perspektivy\/co-nam-brani-v-ekologickem-chovani-miziva-podpora-nasich-blizkych\/","title":{"rendered":"What prevents us from behaving ecologically? Weak support from our loved ones"},"content":{"rendered":"
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V\u011bt\u0161ina lid\u00ed v na\u0161em pilotn\u00edm \u0161et\u0159en\u00ed<\/a> odpov\u011bd\u011bla, \u017ee by se cht\u011bla chovat ekologi\u010dt\u011bji. \u010casto jim v tom ale br\u00e1n\u00ed nedostatek motivace nebo znalost\u00ed. Jako nejv\u011bt\u0161\u00ed p\u0159ek\u00e1\u017eka pro na\u0161e respondenty v\u0161ak byla n\u00edzk\u00e1 podpora od jejich okol\u00ed. \u0158e\u0161en\u00ed? Poukazovat na m\u011bn\u00edc\u00ed se spole\u010denskou normu, \u017ee chovat se ekologicky je b\u011b\u017en\u00e9<\/b>.<\/p>

Kdy\u017e jsme se ptali 676 \u010cech\u016f na jejich postoje ke klimatick\u00fdm zm\u011bn\u00e1m, zji\u0161\u0165ovali jsme mimo jin\u00e9 i to, zdali by se cht\u011bli ekologick\u00e9mu chov\u00e1n\u00ed v\u011bnovat v\u00edce, a p\u0159\u00edpadn\u011b jak\u00e9mu. Kladn\u011b odpov\u011bd\u011bla drtiv\u00e1 v\u011bt\u0161ina dot\u00e1zan\u00fdch. \u010casto tak odpov\u00eddali i lid\u00e9, kte\u0159\u00ed o prob\u00edhaj\u00edc\u00ed klimatick\u00e9 zm\u011bn\u011b pochybuj\u00ed. Skute\u010dn\u011b, motivace k\u00a0ekologick\u00e9mu chov\u00e1n\u00ed nemus\u00ed vych\u00e1zet jen ze starosti o \u017eivotn\u00ed prost\u0159ed\u00ed. Mezi dal\u0161\u00ed d\u016fvody m\u016f\u017ee pat\u0159it t\u0159eba touha \u017e\u00edt minimalisticky a tud\u00ed\u017e m\u00e9n\u011b pl\u00fdtvat v\u011bcmi, nebo p\u0159\u00e1n\u00ed podporovat lok\u00e1ln\u00ed v\u00fdrobce a tedy nakupovat m\u00edstn\u00ed suroviny. Skrze minimalismus, touhu podporovat m\u00edstn\u00ed v\u00fdrobce a podobn\u00e9 c\u00edle pak maj\u00ed lid\u00e9 „mimod\u011bk“ i p\u0159\u00edzniv\u00fd dopad na \u017eivotn\u00ed prost\u0159ed\u00ed.<\/p>

V\u00fdzkum jsme d\u011blali na vzorku, kter\u00fd neodpov\u00eddal p\u0159esn\u00e9mu slo\u017een\u00ed \u010desk\u00e9 populace. I tak je zaj\u00edmav\u00e9 pod\u00edvat se na to, \u010demu by se na\u0161i respondenti v r\u00e1mci ekologie v\u011bnovali nejv\u00edce. Z na\u0161eho vzorku by nejv\u011bt\u0161\u00ed mno\u017estv\u00ed lid\u00ed cht\u011blo omezit svou spot\u0159ebu jednor\u00e1zov\u00fdch obal\u016f (28 %). Na druh\u00e9m m\u00edst\u011b se um\u00edstilo p\u0159\u00e1n\u00ed \u010dast\u011bji nakupovat potraviny od m\u00edstn\u00edch v\u00fdrobc\u016f (17 %) a na t\u0159et\u00edm sn\u00ed\u017eit vlastn\u00ed konzumaci masa (12 %). V\u016fbec nejm\u00e9n\u011b lid\u00ed by cht\u011blo o zm\u011bn\u00e1ch klimatu v\u00edce diskutovat (0,5 %).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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V dotazn\u00edku byli respondenti po\u017e\u00e1d\u00e1ni, aby zvolili jedno ekologick\u00e9 chov\u00e1n\u00ed, kter\u00e9 by cht\u011bli za\u010d\u00edt d\u011blat nebo d\u011blat v\u00edce. Pokud cht\u011bli respondenti d\u011blat v\u00edce typ\u016f ekologick\u00fdch chov\u00e1n\u00ed, byli po\u017e\u00e1d\u00e1ni, aby zvolili to, kter\u00e9 by cht\u011bli d\u011blat ze v\u0161ech nejv\u00edce. Respondenti mohli vyb\u00edrat z 12 chov\u00e1n\u00ed na seznamu, vepsat vlastn\u00ed, nebo za\u0161krtnout, \u017ee necht\u011bj\u00ed d\u011blat \u017e\u00e1dn\u00e9.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Vn\u00edman\u00e9 bari\u00e9ry k ekologick\u00e9mu chov\u00e1n\u00ed<\/span><\/p>

V dal\u0161\u00ed \u010d\u00e1sti respondenti hodnotili, do jak\u00e9 m\u00edry jim jejich schopnosti, vn\u011bj\u0161\u00ed p\u0159\u00edle\u017eitosti a motivace [1] umo\u017e\u0148uj\u00ed se zvolen\u00e9mu ekologick\u00e9mu chov\u00e1n\u00ed v\u00edce v\u011bnovat.\u00a0<\/p>

Na\u0161e v\u00fdsledky nazna\u010duj\u00ed, \u017ee nejsiln\u011bj\u0161\u00ed bari\u00e9rou k ekologick\u00e9 anga\u017eovanosti jsou slab\u00e9 soci\u00e1ln\u00ed normy. Tvrzen\u00ed „druz\u00ed lid\u00e9, na kter\u00fdch mi z\u00e1le\u017e\u00ed, si mysl\u00ed, \u017ee bych toto chov\u00e1n\u00ed m\u011bl d\u011blat“ dos\u00e1hlo nejv\u011bt\u0161\u00edho nesouhlasu u 41% respondent\u016f. P\u0159\u00edkladem m\u016f\u017ee b\u00fdt p\u0159\u00edb\u011bh Katky, kter\u00e1 se pot\u00e9, co si za\u010dala do obchod\u016f nosit vlastn\u00ed pytl\u00edky na ovoce a zeleninu, setkala s\u00a0nech\u00e1pav\u00fdmi pohledy sv\u00fdch p\u0159\u00e1tel. Pr\u00e1v\u011b p\u0159edstavy, \u017ee \u010dlov\u011bk d\u011bl\u00e1 n\u011bco „jinak ne\u017e ostatn\u00ed“ jsou u nov\u00fdch typ\u016f ekologick\u00fdch chov\u00e1n\u00ed p\u0159ek\u00e1\u017ekou. Podrobn\u011bj\u0161\u00ed pohled na data prozradil, \u017ee tato bari\u00e9ra byla uv\u00e1d\u011bna jako hlavn\u00ed jak u ekologicky anga\u017eovan\u00fdch lid\u00ed, tak i u respondent\u016f, kte\u0159\u00ed se do ekologick\u00e9ho chov\u00e1n\u00ed zapojuj\u00ed jen m\u00e1lo.<\/p>

Dal\u0161\u00ed bari\u00e9rou byly emoce a pocity, kter\u00e9 ekologick\u00e9 chov\u00e1n\u00ed doprov\u00e1zej\u00ed. Nejv\u011bt\u0161\u00ed p\u0159ek\u00e1\u017ekou byly pro 27% dotazovan\u00fdch, p\u0159i\u010dem\u017e nab\u00fdvaly na d\u016fle\u017eitosti u skupin m\u00e9n\u011b ekologicky anga\u017eovan\u00fdch. P\u0159\u00edkladem negativn\u00edch emoc\u00ed m\u016f\u017ee b\u00fdt nechu\u0165 vyv\u00edjet dodate\u010dn\u00e9 \u00fasil\u00ed pro n\u00e1v\u0161t\u011bvu vzd\u00e1len\u011bj\u0161\u00edho farm\u00e1\u0159sk\u00e9ho trhu m\u00edsto supermarketu za rohem, pro bran\u00ed si vlastn\u00ed krabi\u010dky na ob\u011bd z\u00a0domova nebo p\u0159i vypnut\u00ed sprchy o n\u011bkolik minut d\u0159\u00edve, ne\u017e je \u010dlov\u011bku p\u0159\u00edjemn\u00e9. \u0160patn\u00e9 pocity takt\u00e9\u017e mohou m\u00edt lid\u00e9 v situac\u00edch, kdy utr\u00e1cej\u00ed za dra\u017e\u0161\u00ed, ekologick\u00e9 v\u00fdrobky.<\/p>

Fyzick\u00e9 prost\u0159ed\u00ed, kde se respondenti b\u011b\u017en\u011b pohybuj\u00ed, uvedlo jako hlavn\u00ed p\u0159ek\u00e1\u017eku 15% dotazovan\u00fdch. To m\u016f\u017ee zahrnovat nedostatek bezmas\u00fdch j\u00eddel v\u00a0restaurac\u00edch a studentsk\u00fdch menz\u00e1ch nebo absenci ko\u0161\u016f na recyklovan\u00fd odpad ve \u0161kole \u010di pr\u00e1ci. Zb\u00fdvaj\u00edc\u00ed t\u0159i bari\u00e9ry\u2014tedy nedostatek znalost\u00ed, fyzick\u00fdch dovednost\u00ed \u010di rozpor s\u00a0osobn\u00edmi hodnotami\u2014uv\u00e1d\u011blo jako hlavn\u00ed p\u0159ek\u00e1\u017eku u ekologick\u00e9ho chov\u00e1n\u00ed pom\u011brn\u011b mal\u00e9 mno\u017estv\u00ed respondent\u016f (dohromady 17% dotazovan\u00fdch).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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U ekologick\u00e9ho chov\u00e1n\u00ed, kter\u00e9 si respondenti vybrali, jsme se ptali do jak\u00e9 miry souhlas\u00ed s n\u00e1sleduj\u00edc\u00edmi v\u00fdroky: druz\u00ed lid\u00e9, na kter\u00fdch mi z\u00e1le\u017e\u00ed, si mysl\u00ed, \u017ee bych m\u011bl\/a zvolen\u00e9 ekologick\u00e9 chov\u00e1n\u00ed d\u011blat (Bl\u00edzc\u00ed lid\u00e9); emoce, kter\u00e9 kolem zvolen\u00e9ho chov\u00e1n\u00ed pro\u017e\u00edv\u00e1m, mi d\u00e1vaj\u00ed d\u016fvod dan\u00e9 chov\u00e1n\u00ed d\u011blat (Emoce); fyzick\u00e9 prost\u0159ed\u00ed, ve kter\u00e9m \u017eiji a pohybuji se, mi umo\u017e\u0148uje zvolen\u00e9 chov\u00e1n\u00ed d\u011blat (Prost\u0159ed\u00ed); m\u00e1m pot\u0159ebn\u00e9 znalosti (Znalosti) a fyzick\u00e9 dovednosti, abych mohl\/a toto chov\u00e1n\u00ed d\u011blat (Fyzick\u00e9 schopnosti); m\u00e9 osobn\u00ed hodnoty mi d\u00e1vaj\u00ed d\u016fvod dan\u00e9 chov\u00e1n\u00ed d\u011blat (Hodnoty). Graf zobrazuje procento respondent\u016f, kte\u0159\u00ed u dan\u00e9ho v\u00fdroku uvedli nejv\u011bt\u0161\u00ed nesouhlas.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Cesta k\u00a0udr\u017eitelnosti skrze zm\u011bnu soci\u00e1ln\u00edch norem<\/span><\/p>

Na\u0161e studie nazna\u010duje, \u017ee respondent\u016fm by k ekologick\u00e9 anga\u017eovanosti pomohlo, kdyby v\u011bd\u011bli, \u017ee ekologick\u00e9 chov\u00e1n\u00ed je novou „soci\u00e1ln\u00ed normou“. K tomu je zapot\u0159eb\u00ed dvou v\u011bc\u00ed. Jednak mus\u00ed b\u00fdt jedinec p\u0159esv\u011bd\u010den o tom, \u017ee v\u011bt\u0161ina lid\u00ed v jeho okol\u00ed ekologick\u00e9 chov\u00e1n\u00ed schvaluje (v odborn\u00e9 terminologii se jedn\u00e1 o tzv. soci\u00e1ln\u00ed injunktivn\u00ed normu). Druhak mus\u00ed b\u00fdt p\u0159esv\u011bd\u010den o tom, \u017ee se v\u011bt\u0161ina lid\u00ed v okol\u00ed se ekologicky chov\u00e1 (tzv. soci\u00e1ln\u00ed deskriptivn\u00ed norma)\u00a0<\/span>[5]<\/a>.
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P\u0159\u00edklad visa\u010dek zd\u016fraz\u0148uj\u00edc\u00edch soci\u00e1ln\u00ed deskriptivn\u00ed normu, jejich\u017e pou\u017eit\u00ed v hotelov\u00fdch pokoj\u00edch sn\u00ed\u017eilo spot\u0159ebu ru\u010dn\u00edk\u016f u hotelov\u00fdch host\u016f. P\u0159evzato z\u00a0sustainability.umich.edu [3]<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Po sv\u011bt\u011b vznik\u00e1 \u0159ada iniciativ, kter\u00e9 tyto dva typy p\u0159esv\u011bd\u010den\u00ed v\u00a0lidech buduj\u00ed. Jeden z nejzn\u00e1m\u011bj\u0161\u00edch projekt\u016f v t\u00e9to oblasti pat\u0159\u00ed Noahovi Goldsteinovi a jeho t\u00fdmu, kte\u0159\u00ed sn\u00ed\u017eili spot\u0159ebu ru\u010dn\u00edk\u016f hotelov\u00fdch host\u016f skrze jednoduchou \u00fapravu prost\u0159ed\u00ed na pokoj\u00edch. Do hotelov\u00fdch koupelen p\u0159ibyly visa\u010dky, kter\u00e9 n\u00e1v\u0161t\u011bvn\u00edk\u016fm sd\u011blovaly, \u017ee v\u011bt\u0161ina host\u016f v\u00a0tomto hotelu sv\u00e9 ru\u010dn\u00edky pou\u017e\u00edv\u00e1 opakovan\u011b. To samo o sob\u011b sta\u010dilo ke sn\u00ed\u017een\u00ed spot\u0159eby ru\u010dn\u00edk\u016f o necel\u00fdch deset procent [4].<\/p>

\u00a0<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Komunikace toho, \u017ee ostatn\u00ed lid\u00e9 ekologick\u00e9 chov\u00e1n\u00ed schvaluj\u00ed, a \u017ee se ekologicky chovaj\u00ed je efektivn\u00ed metodou, jak motivovat lidi k\u00a0udr\u017eiteln\u00e9mu chov\u00e1n\u00ed. To potvrdila i meta-anal\u00fdza 21 v\u00fdzkumn\u00fdch projekt\u016f, kter\u00e9 testovaly \u00fa\u010dinnost vyu\u017eit\u00ed soci\u00e1ln\u00edch norem v r\u00e1mci motivaci lid\u00ed k\u00a0ekologick\u00e9mu chov\u00e1n\u00ed [5]. Roz\u0161\u00ed\u0159\u00ed se apelov\u00e1n\u00ed na soci\u00e1ln\u00ed normy i v\u00a0\u010desk\u00fdch vod\u00e1ch? V\u011b\u0159\u00edme, \u017ee ano. Je to jedna z\u00a0cest jak environment\u00e1ln\u00ed iniciativy, vl\u00e1dn\u00ed instituce i firmy mohou pomoci budovat environment\u00e1ln\u011b zodpov\u011bdn\u011bj\u0161\u00ed spole\u010dnost.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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[1]<\/a>\u00a0Uveden\u00e9 faktory jsme vybrali na z\u00e1klad\u011b teorie COM-B, kter\u00e1 poskytuje r\u00e1mec pro v\u00fdzkum motiv\u00e1tor\u016f a p\u0159ek\u00e1\u017eek ke zm\u011bn\u011b chov\u00e1n\u00ed\u00a0(Michie et al., 2011)<\/span>. Podle t\u00e9to teorie je chov\u00e1n\u00ed v\u00fdsledkem kombinace t\u0159\u00ed faktor\u016f \u2013 schopnost\u00ed, mo\u017enost\u00ed a motivace, p\u0159i\u010dem\u017e nenapln\u011bn\u00ed n\u011bkter\u00e9ho z nich vytv\u00e1\u0159\u00ed bari\u00e9ru k dan\u00e9mu chov\u00e1n\u00ed.<\/span><\/p>

Michie, S., Van Stralen, M. M., & West, R. (2011).\u00a0The behaviour change wheel: a new method for characterising and designing behaviour change interventions.\u00a0Implementation science<\/em>,\u00a06(1), 42.<\/p>

[<\/a>2]<\/a>\u00a0Cialdini, R. B., Reno, R. R., & Kallgren, C. A. (1990). A focus theory of normative conduct: Recycling the concept of norms to reduce littering in public places. Journal of Personality and Social Psychology, 58(6), 1015\u20131026. doi:10.1037\/0022-3514.58.6.1015<\/span><\/p>

[3]\u00a0Recommendation 2: Apply to social norms [dostupn\u00e9 online] http:\/\/sustainability.umich.edu\/environ211\/move-out-waste-reduction\/recommendation-2-apply-social-norms<\/p>

[4]<\/a>\u00a0Noah J. Goldstein, Robert B. Cialdini, Vladas Griskevicius, A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels,\u00a0Journal of Consumer Research, Volume 35, Issue 3, October 2008, Pages 472\u2013482,\u00a0https:\/\/doi.org\/10.1086\/586910<\/a><\/p>

[5]<\/a>\u00a0Po\u0161kus, M. S. (2016). Using social norms to encourage sustainable behaviour: A meta analysis.\u00a0Psichologija, 53,\u00a044-58.\u00a0\u00a0https:\/\/doi.org\/10.15388\/Psichol.2016.53.10031<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

V\u011bt\u0161ina lid\u00ed v na\u0161em pilotn\u00edm \u0161et\u0159en\u00ed odpov\u011bd\u011bla, \u017ee by se cht\u011bla chovat ekologi\u010dt\u011bji. \u010casto jim v tom ale br\u00e1n\u00ed nedostatek motivace nebo znalost\u00ed. Jako nejv\u011bt\u0161\u00ed p\u0159ek\u00e1\u017eka pro na\u0161e respondenty v\u0161ak byla n\u00edzk\u00e1 podpora od jejich okol\u00ed. \u0158e\u0161en\u00ed? Poukazovat na m\u011bn\u00edc\u00ed se spole\u010denskou normu, \u017ee chovat se ekologicky je b\u011b\u017en\u00e9. Kdy\u017e jsme se ptali 676 \u010cech\u016f […]<\/p>","protected":false},"author":1,"featured_media":1580,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,26],"tags":[4,28],"class_list":{"0":"post-1560","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-perspektivy","8":"category-klima-v-ceske-mysli","9":"tag-green-dock","10":"tag-sest-cechu","11":"czr-hentry"},"yoast_head":"\nCo n\u00e1m br\u00e1n\u00ed v ekologick\u00e9m chov\u00e1n\u00ed? 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Jako nejv\u011bt\u0161\u00ed p\u0159ek\u00e1\u017eka pro na\u0161e respondenty v\u0161ak byla n\u00edzk\u00e1 podpora od jejich okol\u00ed. \u0158e\u0161en\u00ed? Poukazovat na m\u011bn\u00edc\u00ed se spole\u010denskou normu, \u017ee chovat se ekologicky je b\u011b\u017en\u00e9. 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