§       Based on individual and irrational behavior

§       Built of sense of yourself through others

§       If we know more about our own personal behavior, we can try and correct it

§       Theories are culturally limited though, and don’t solve environmental problems because they are more about the study of behavior than actually changing it. 

§       Changing attitudes by subtly changing behavior first

§       Importance of how we create meaning for our actions

§       We can sometimes hinder changes in our environmental behavior

§       Meaning for what we do is based on social and cultural contexts

§       Assumes we are conscious, but not always rational

§       Less to say about how to change behavior

§       Insists that we examine and change environmental destructive behavior without worrying about their deeper cause

§       What we do is a function of the consequences of our behavior

§       However, because most issues are rooted in institutions, we must work to destroy organizations that reinforce poor behavior

§       Ignores uncon