Whether you are developing a program to promote water efficiency, waste reduction, watershed protection, energy efficiency, modal transportation shifts, or virtually any other area related to sustainability, you will encounter the same problem–there is a multitude of behaviors that may be targeted. In the case of energy efficiency, we might encourage home owners to add additional insulation to their attics or wash their clothes in cold water. We might encourage employees of local businesses to turn off their computers when not in use, or have farmers sell their produce at local markets. These are just a few of the many energy-efficient actions that might be promoted. Since it is common to have a variety of behaviors that we might foster, it is important to be able to make informed choices regarding which are the most worthwhile to target.

Advice is what we ask for when we already know the answer…

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