5.3.8.3 Human Need and Motivation
Human need is central to sustainable development as defined by the Brundtland
Report: sustainable development is development that meets the needs of current
generations without compromising the ability of future generations to meet their
own needs (WCED, 1987). But the concept of human needs is controversial. The
word “need” is used in many ways: as a strongly felt lack or want;
as a positive motivation or desire; and as a necessary condition for something,
such as survival, social acceptance, or health. The failure to distinguish these
different meanings has confused efforts to agree on the morality of need-fulfilment
(Michaelis, 2000b).
One major barrier to the success of many policies is the failure to take account
of the full range of human motivations and goals. For example, an engineer may
design an energy-efficient building that provides occupants with adequate shelter
and warmth, but it may be hard to get people to live in it if it is in the wrong
area, or lacks features normally associated with adequate social status. Similarly,
public transport may provide fast, efficient mobility for certain trips, but
young men may see car ownership as the only way to attract a girlfriend. Maslow
(1954) explained motivation in terms of human needs, which he divided into categories:
physiological needs, sense of belonging, esteem, and “self-actualization”.
He saw these categories as a hierarchy, arguing for example that we are only
concerned about self-esteem when we have had enough to eat. While the idea of
a hierarchy has been largely discredited (Douglas et al., 1998), Maslow’s
categorization of needs continues to be widely used. Max-Neef (1991) proposed
a more complex categorization of needs, divided into “having”, “doing”,
“being”, and “relating” needs, and emphasized the distinction
between needs and “satisfiers”.
While some consumption may respond to perceived needs, much is habitual. Habit
formation is an important barrier to GHG mitigation as consumers may be unwilling
or unable to change their behaviour or technology choices. The continuation
of rising consumption levels has been widely observed and was noted by Jean-Jacques
Rousseau in 1755 (Schor, 1998; Wilk, 1999). What was once luxury rapidly becomes
habit, and then need. This is partly a social, as opposed to an individual psychological
phenomenon, and will be discussed further in the next section. Often, we may
try to use inappropriate satisfiers to meet particular needs (Max-Neef, 1991)
– for example, eating in response to feelings of loneliness. Consumption
of such ineffective satisfiers can become compulsive, especially when they give
a short-term feeling of relief but fail to satisfy in the long term.
There may be opportunities for GHG mitigation in identifying where low-GHG-emitting
behaviour can help to meet needs better than existing behaviour. Argyle (1987)
finds from a review of several studies that human happiness is influenced mainly
by health, the quality of family life, marriage, and friendships. Having meaningful
work is also important. Absolute levels of material wealth are relatively unimportant:
many studies have found that, once basic material and healthcare needs are met,
happiness is largely independent of absolute income levels (Jackson and Marks,
1999; Inglehart, 2000), although relative income remains important as an indicator
of social status. Efforts to promote low-GHG consumption patterns such as domestic
energy conservation, cycling rather than relying on a car, living in higher
density housing, or eating less meat might have the most success if they emphasize
ancillary benefits in terms of improving health, family life, and community
relationships rather than saving money.
Sen (1980, 1993) has developed a concept, related to human need, of the “capabilities”
that individuals must have if they are to “flourish” or to live a
good life. Individuals require different capabilities depending on their personal
circumstances and the community they live in. While the good life is to some
extent subjective, it is also socially defined. Some aspects of energy-using
behaviour may be very hard to change because they play important roles in culture-specific
ideals of the good life, varying from country to country. Wilhite et al., (1996)
describe the cultural significance of lighting and heating in Norway, and of
bathing in Japan, suggesting that energy saving measures in these areas would
need to be very sensitive to cultural requirements. They also observe that other
aspects of household behaviour, such as washing clothes, are less culturally
significant and may be easier to change. International differences in habitual
behaviour in such areas might provide opportunities for encouraging change through
information and education programmes emphasizing best practice.
Moisander (1998) describes how motivation is shaped by both broad values and
attitudes, and by more specific priorities, and also how the ability to act
depends on both personal capabilities or resources, and external factors or
opportunities. Surveys of public attitudes in the United States find an increasing
level of concern about climate change, and agreement that action is needed to
save energy and protect the environment (Kempton et al., 1992; Kempton, 1997).
One of the challenges for individuals in acting on environmental values and
attitudes is the need to reconcile divergent objectives. This is all the more
difficult in the case of climate change, which is poorly understood by most
people (Kempton, 1991, 1997; Lofstedt, 1992; Wilhite et al., 1996). Moisander
(1998) finds that being concerned about the environment provides some motivation
for environmentally friendly behaviour. But identity (as a “green consumer”)
and internalized moral ideals or imperatives play a much stronger role. Identity
and ethics, which play an important role in shaping consumption patterns, are
largely social phenomena and will be discussed in more detail in the next two
sections.
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