Tales of transformation: The potential of a narrative approach to pro-environmental practices

Individual lifestyles and practices play an important part in governmental strategies to improve environmental outcomes, both in the UK (DEFRA, 2008) and elsewhere. This often involves promoting actions deliberately aimed at reducing one’s environmental impact, or pro-environmental practices. However, our understanding of these practices has weaknesses; notably regarding the “Value-Action Gap” and the conditions promoting enduring change. This article explores how narrative methods could further our knowledge of pro-environmental practice. It illustrates the utility of the approach using the example of moments of sudden change, or “transformative moments”, in the lives of individuals who take action to address climate change. Drawing on three cases from an ongoing study, it uses narrative tools to explore the nature of these transformations, including the inter-related roles of context, information, emotions and relationships with other people. The discussion highlights tentative conclusions regarding these moments of sudden change, and offers suggestions for future research. Finally, it evaluates the utility of narrative approaches to pro-environmental practice, suggesting that despite some limitations, this method has significant potential to address unresolved issues in the field.