The Behaviour Change Wheel (BCW) for biodiversity conservation behaviour and policy


Contact person:
Julian Rode (Dept. of Environmental Politics)

Marieke Baaken (Dept. of Environmental Politics)
Thais Moreno (Dept. of Environmental Politics)
Bartosz Bartkowski (Dept. of Economics)
Birgit Müller (Dept. of Ecological Monitoring)
Meike Will (Dept. of Ecological Monitoring)

External collaborators

Melissa Marselle (School of Psychology, University of Surrey)
Paul Chadwick (Center for Behaviour Change, University College London)


The Behaviour Change Wheel (BCW) is an integrated framework that distinguishes three main elements of behavioural factors – [C]apability, [O]pportunity, [M]otivation – which are jointly responsible for a [B]ehavior to occur (COM-B), and links them to different categories of interventions and policies. It can help analyse the potential of existing policies to effectively change behaviour and can also guide the behaviour-based design of interventions and supporting policies. The BCW has originated in the health domain and is increasingly applied to sustainability-related behaviours. In this project, we use the BCW framework and the related Theoretical Domains Framework (TDF) for biodiversity conservation behaviour and policy. This involves testing its applicability, potentially adapting certain elements to the biodiversity policy domain, and to instigate inter- and transdisciplinary work towards designing behaviour-based interventions. In line with the focus of the current UFZ research program, one focus area is sustainable farmer behaviour and the transition of agri-food systems.

Graphic outline of the project in German