A belief-centered approach to designing environmental education for sustainable development
In this presentation, Drs. Sam Ham and Ed Krumpe of the University of Idaho outline a proven theoretical model for designing and delivering effective environmental education messages. The approach they advocate is based on the reasoning provided in the Theory and Planned Behavior and Theory of Reasoned Action developed and refined during the last quarter century by social psychologists Martin Fishbein and Icek Ajzen. The premise of this approach is that effective environmental education programs directly target the beliefs, not attitudes, of strategic audiences. The paper explores how these audiences are determined and how formal and nonformal environmental educators can use this theoretical framework to design messages aimed at influencing human behavior. Those interested in a more detailed presentation of the theory may obtain a manuscript prepared by the authors from the Academy for Educational Development.