This phase involved implementation of the behaviour change intervention that was selected from Phase 2 by our trial delivery partner, supported by implementation advice and evaluation by BehaviourWorks Australia.
This phase involves the real-world implementation of an intervention in order to learn more about whether, and under what conditions, it could be effective in increasing responsible consumption.
The intervention is transforming the ‘concept’ of secondhand stores in order to increase purchase of second-hand fashion and furniture, and potentially also increase the quality of donations received.
This intervention is being delivered by our Trial Delivery partner, Salvos.
There are three streams of research in this trial:
Multiple transformations to select stores were implemented by Salvos prior to January 2023, including changing physical aspects of the building (e.g. location, external appearance), the internal ambience of the shop floor, the way items are presented in store, and improving in-store communications about items.
The effectiveness of these transformations in promoting responsible consumption are being evaluated for three stores across Australia – one each in Victoria, South Australia, and Western Australia.
We assessed effectiveness in three ways:
We found uplifting stores had mixed effects on the behaviours and perceptions of new and existing customers of second-hand stores.
Taken together, the trial results suggest:
Overall, the trial outcomes suggest the need to take a more holistic, systemic view, in order to substantially increase responsible consumption. This includes taking a comprehensive view of all the relevant drivers and barriers when designing similar interventions, as well as taking a 'behavioural systems' view of various interlinked responsible consumption behaviours across multiple audiences.
This finding led to the final phase of the Mission: Behavioural Roadmap to Circular Consumption
See more on the Phase 4: Behavioural Roadmap to Circular Consumption sub-page
