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In this Element, the authors develop an account of the role of
behaviour change that is more political and social by bringing
questions of power and social justice to the heart of their enquiry
in order to appreciate how questions of responsibility and agency
are unevenly distributed within and between societies. The result
is a more holistic understanding of behaviour, as just one node
within an ecosystem of transformation that bridges the individual
and systemic. Their account is more attentive to questions of
governance and the processes of collective steering necessary to
facilitate large scale change across a diversity of actors, sectors
and regions than the dominant emphasis on individuals and
households. It is also more historical in its approach, looking
critically at the relevance of historical parallels regarding
large-scale behaviour change and what might be learned and applied
to the contemporary context action.
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