ABSTRACT
This chapter discusses that the model of purchase and consumption based on the principles of behavior analysis is applied to the understanding of social demarketing interventions aimed at environmental preservation. It outlines the explanatory framework of the Behavioral Perspective Model (BPM) of purchase and consumption. The findings of behavior analysts on resource conservation and pollution control are interpreted in terms of the classification of consumer behaviors and contingencies proposed by the model. The Behavioral Perspective Model (BPM) of purchase and consumption provides an account of consumer choice based on the antecedent and consequent learning contingencies which have featured in applied behavior-analytic studies: antecedent setting variables, and consequent reinforcement and punishment. The hedonic reinforcements are high and closely related temporally to the responses that produce them convenience and comfort. While informational reinforcement is less obvious, social approval may follow generous use of these resources in the company of others.
