Urban tree-planting programs — A model for encouraging environmentally protective behavior

Efforts to increase environmentally sound behaviors and practices have in the past often focussed on consciousness-raising and attitude change. Research indicates that such efforts are less effective than interventions designed to make environmentally sound behaviors easier to engage in, or to make personal advantages resulting from such behaviors more clear to individuals. Four nonprofit tree planting organizations were studied as examples of successful environmental interventions. From these studies, as well as a review of the literature, several principles underlying successful behavioral interventions are identified. Implications of these principles for future environmental programs are discussed.