Environmental Psychology

The company wanted to use the video to introduce new products and to increase the acceptance of existing products.Wytse got straight to work. He came up with an idea, sent it off, and waited for feedback. Working from home meant that he sometimes had to wait a long time for a reply, but CirTec was pleased with all his input.‘I’m a very pragmatic person: I’m creative, and I enjoy turning theory into something fun, innovative, and surprising. The placement was a good opportunity to put my skills into practice. Creating these designs wasn’t always easy: as the company is so technical, you have to be able to form connections. I had to explain a lot of my thinking, or have things explained to me: how is a product made, how will it help me, and how can I link this to psychology?Various course units in the Psychology degree programme taught me what is important to people and what motivates them. The Environmental Psychology course unit deals with a wide range of topics, many of which were useful during this placement. When it came to writing the scripts, the Designing Interventions course unit was extremely useful, as it taught me to turn theories into practical ideas. But I needed to do a lot of research for this placement too. I was confined to the syllabus during the programme, but here I could give my creativity free rein.’Wytse also learned a lot while taking part in the Urban Energy Challenge in 2021. All sustainability programmes in the Netherlands are invited to take part in this competition. Companies invent a case for small groups of students to work on.‘I think that the main thing I learned during my placement was courage. I’d always been a bit shy, but when I didn’t seem to be getting any response to my ideas, I had to go in search of answers. I learned just how important it is to be clear and honest in your communication.Before my placement, I gave a presentation about myself, my degree programme, and my plans for the placement. I set out my plans, which involved a sort of ‘basics of psychology’ course: what motivates people to act in the interests of the environment, specifically using the products that the company makes? The colleagues were flabbergasted, they didn’t know that this was how things worked, whereas it was all very logical to me. It was great to see how pleased this made my colleagues. I saw their trust starting to grow and they started thinking: this is going to be something we’ve never seen before.’‘I was delighted to hear that I’d been given a mark of 10 for my placement and that my supervisor thought that I’d performed perfectly. He told me that he’d like to carry on working with me to turn the scripts into real videos, and that I would have a large say in the process. It felt as if I was making a unique contribution to the company. ’Wytse found the combination of working and studying tough. During the placement, he was also finishing his thesis and taking a few course units. But to his mind, a bit of chaos is part and parcel of doing a Master’s degree. ‘It’s a busy period and you have to plan efficiently, but you end up with a final product that you can be proud of.’Wytse is currently working as a junior researcher in the Environmental Psychology department of the Faculty of Behavioural and Social Sciences. ‘I want my work to be practical in the future, I want to connect with companies. But the first step is conducting research. The more I learn about doing research, the better I’ll be able to use it in practice. ’‘There’s so much going on in the middle of a Master’s programme. Doing a placement can seem an intimidating prospect, but it’s a unique opportunity that might just generate a new network and a new job, so enjoy the ride!Making your own mark can really make your placement special. Most people have no idea about how much you know. So, the more input you deliver and the more you surprise them, the more room you can create for yourself.Oh, and here’s a tip: create a LinkedIn account. It really works!’

I was working with a consultancy firm called AnchorEd that was hired by The World Bank to carry out the project.’ They develop educational interventions in the United States, but focused on Tajikistan.Matilde lives in Italy, and so her internship was held exclusively online. She worked with young people from Tajikistan, which means she had contact with people of her own age. ‘It was also a cultural experience for me.’Matilde found her internship via someone she knew who worked at The World Bank and, fortunately, they were developing a project almost exactly on the topic of Matilde’s thesis. On her expectations regarding the internship, Matilde is clear: ‘To be honest, it was really my first working experience, at least the first where I had to apply my own knowledge. So, I was a bit scared because I didn’t really know what to expect, and I wasn’t sure how much responsibility I would be given.’Combining her internship with her personal life was very easy for Mathilde, as her internship was held during the summer. ‘For those who start in September, it might be difficult to combine their internships with their personal lives.’ At the same time, this meant that Matilde occasionally had last-minute plans and it was complicated to plan the internship during summer. Matilde also struggled with the time difference. Her advice: ‘Perhaps try to make agreements that are a bit more structured.’Due to her internship Matilde not only grew on a personal level, but her working skills also increased. She realized that she shouldn’t fear sharing her opinion, even if it isn’t perfect. ‘My colleagues were really open about asking for my opinion. That was scary for me.’ It was also daunting for Matilde to really delve into the project. But the internship offered a good opportunity to apply her skills in practice and to work on her communicative, organizational and research skills. ‘I learned about statistics and about developing my own project.’This internship was part of the pilot of a very long project. The company continued to develop the project reports for several months after her internship. ‘The report was finalized and they are working on renewing the project with The World Bank. The project is now going to continue for the next five years. They will develop interventions.’ Matilde thinks that these interventions will have a major impact on the people involved.After her graduation in May, Matilde started working as a consultant in Italy. ‘But now I’m looking for a job abroad. I would like to work for an organization that has a sustainable mission.’ Thanks to her internship, she has realized that she eventually wants to work in Environmental Psychology.Matilda’s tips about how to start an internship: ‘Generally, set out clear ideas about the internship goals and what they're looking for in the internship with the internal and external supervisor. This can help when you start. All experiences count and, of course, it’s exciting. I would just say, don’t be scared, simply go for it and just do it. Internships like this can help every student to progress on to their future careers, even though it is scary to step into a new world and meet new people!’

The problem is that they are often very difficult to change, especially in adults. In children, these values are still developing, so it is possible to influence them. If you stimulate children’s biospheric values, it could lead them to behave in a more environmentally conscious way. But the question is whether Groninger Landschap’s lessons contribute to that.I researched this in 462 children aged from 9 to 13 years, and it turns out the nature lessons do indeed have an effect. Children hold stronger biospheric values after the lessons than beforehand and, in the short term, behaved in more environmentally conscious ways.Further research is being conducted, but this research has already been important for Groninger Landschap. It confirms that what they do really works, and that provides encouragement to keep going.

I looked specifically at biospheric and hedonistic values. People with strong biospheric values think it is important to behave in an environmentally friendly way, whereas people with strong hedonistic values put comfort and pleasure first. How do these values relate to people’s emotional reaction towards and acceptance of products made from recycled toilet paper? I also considered how the product is presented and how CirTec can ensure that their products appeal to people with different values.My research shows that the stronger someone’s biospheric values, the more positive their reaction to these products. That said, people sometimes need reminding of their biospheric values, and you can achieve that by presenting a product as being environmentally friendly. Regardless of how they are presented, the products do not appear to put off people with stronger hedonistic values. In fact, presenting these products as ‘fun’ or ‘attractive’ seems to have a small positive effect for people with stronger hedonistic values.The products are still in development, but thanks to my research CirTec now knows how to go about bringing them to the market.Olivia de Hoog,
master student Environmental Psychology

Course subjects range from giving a broad overview of environmental psychology towards examining practical and theoretical problems in great depth. All courses are designed to be very engaging and interactive, which challenges you to think along and not only to listen.In the future, I would like to work as an advisor on environmental issues, for an NGO, company, or the government. I am looking forward to using my knowledge of psychology to advise decision makers on how to effectively raise awareness about environmental problems and solutions, and on how to better implement interventions towards sustainability. My dream would be to work for an organization that raises awareness about the multiple environmental problems related to livestock and tries to promote ways to change people’s eating habits (at least a little bit).

In ‘Designing interventions’, for example, our project group developed an environmental intervention based on academic research, and in the ‘Working in interdisciplinary teams’ course unit we learned to approach environmental issues from the perspective of various disciplines.Before starting this Master’s, I completed a Bachelor’s degree in Psychology here in Groningen. The Master’s in Environmental Psychology enables me to put my knowledge of psychology into practice and apply it to important, urgent matters such as climate change and sustainable energy transition.We only have one exam, and apart from that we have to complete lots of papers and projects. I like how this enables us to delve more deeply into the subject matter. It also sometimes means you have to spend a long time on an assignment. It’s really challenging. We do a lot of work in small groups, and that’s also something I like, because lecturers can devote a lot of attention to us and there is a lot of room for interaction. This means that we have rather informal contact with the lecturers.I’m at the Faculty nearly every day and I really like it here – not only for the atmosphere but it also has a very nice garden and a great park nearby.

The environment and the way people deal with it is becoming an increasingly important subject. Especially on a theoretical and scientific level this offers many challenges and it also ensures that it is a field in which you can easily collaborate with other disciplines.Since completing my PhD research I have been working at D&B as a behavioural psychologist. D&B was founded from the idea that it is important that scientific knowledge about human behaviour also reaches people in practice who have to deal with human behaviour on a daily basis.Together with my colleagues I therefore make the translation of scientific knowledge about behaviour. to our client's practice. One of the reasons we do this is because of the problem of our customers 'by looking at goggles of behaviour', and investigating why people do not yet demonstrate the desired behaviour. Then we develop an intervention that fits in with this 'why' and measure what the effect of our intervention.Leonie Venhoeven
Behavioural psychologist with D&B

I can recommend everyone to gain work experience during their studies. There are no job advertisements that say: ‘We are looking for a Social Psychologist.’ That is why it is important to develop yourself during your studies.Politics and Social Psychology proved to be a good combination for me. My knowledge about human behaviour often comes in useful. What makes people behave in a certain way? Why do people trust one politician but not the other? Those are important aspects of successful political campaigns.My master thesis was about the evaluation of a wind farm in Stadskanaal, a city near Groningen. I visited people there to ask their opinion about the wind farm and sustainable energy. The most important conclusion of my research was not very surprising, but still very valuable. To create public support for new (sustainable) plans it is important to listen to people and to take their worries seriously. In Stadskanaal that did not happen enough.I expect that the transition to a sustainable society will really take off in the next couple of years. There are many opportunities for Environmental Psychologists. Behavioural change does not come naturally, and it is often difficult. We need to change people’s behaviour step by step. That will be the big challenge for politics in the upcoming years. A challenge where politics can really use the help of psychologists.

A course I took in Environmental Psychology ended up triggering my interest for the energy sector.The program helped me develop my English and my writing skills, and it benefitted my social development and my ability to present myself. Most importantly, my study taught me to analyze and think on a certain level. That is how I landed my current job.I had a great time studying in Groningen, although it took me a bit too long. You don’t have to have everything figured out when you begin studying, but it’s important to find a goal over time. So ask yourself what you want, what you don’t want, and what you want to achieve – and then get there!

I feel really confident in conducting my own research as I had a lot of practice and preparation throughout my master’s, especially by writing my master’s thesis in Environmental Psychology. My thesis was about evaluating a water and energy conservation programme for primary school children called “Water Savers” . Coordinating this project and working with schools and practitioners will be of great help to me for future larger projects that I will design and coordinate.
I will see what the future holds. Maybe later on in life, I would like to start my own research and consultancy company in the field of sustainability. For now, I am really looking forward to working on my PhD topic for the next four years.

Examples include what motivates people to act in an environmentally friendly way, or what motivates public acceptability of energy projects.What makes this track interesting is the balance between theory and practice. Environmental Psychology has a strong theoretical approach to how we understand people’s behaviour and how to motivate environmentally friendly behaviour. Theory can be directly applied to solve practical problems. It also addresses very important social issues, for example public acceptability of gas production which causes earthquakes in the north of the Netherlands or the adoption of electric vehicles.Environmental psychology is a rapidly growing field with its own theory and research methods. Its theoretical and practical relevance is enormous, given the acute environmental challenges we are currently facing.Students learn to understand the human aspects of transitioning to a more sustainable world. We are facing a huge challenge in climate change. There is of course political willingness and technology to help tackle it, but there is also a very strong human aspect. What do people actually want? What kind of solutions do they expect? What kind of solutions are they ready to adopt? Students gain the knowledge and skillset needed to advise politicians, industry and all other actors involved in the transition to sustainability.

This was also why this Master’s was set up.It includes course units such as ‘Designing interventions’ and ‘Personal, social and cultural change’, which focus on how human behaviour can be changed, as well as ‘Environmental Psychology’, in which students learn about theories in the field of environmental psychology. The course unit that I teach focuses on cross-disciplinary collaboration and teaches students to integrate their knowledge of environmental psychology with insights from other disciplines so as to be better able to tackle environmental issues.I also supervise Master’s theses that are on the interface of environmental and social psychology. My research interest lies in the role that groups and group processes play in how people think about the environment and whether or not they display environmentally friendly behaviour.The Master’s programme has a team of excellent lecturers, who are involved in practically relevant research projects and often work together with actors in the field, such as government bodies or businesses. This helps ensure that the programme offers strong links between theory and practice. You will not only receive thorough theoretical training but also learn to apply your knowledge to practical situations, which makes you widely employable. The track offers a lot of interactive teaching and contact with lecturers, all of whom are also involved in educational innovation.And last but not least: Groningen is a great student city, and our Faculty has a beautiful garden. If you are interested in a social perspective on the environment, then Groningen is the place to be!