Page 40 - Sustaining Accommodation SMES

5 Research Framework and Objectives

is rooted in the detailed work of Stern (2005) on Environmentally Signifi-
cant Behaviour. This framework systematically categorises the factors in-
fluencing behaviour into three main groups, which collectively determine
a business’s readiness for adopting structured sustainability standards like
iso 21401:
1. Contextual Factors. These represent external conditions that either
facilitate or constrain pro-environmental action. These factors en-
compass the availability of technology, the embodied environmental
impact of existing infrastructure (e.g., the energy efficiency of build-
ings or materials in consumer products), binding legal and regula-
tory requirements, and the material costs or rewards (payoffs) asso-
ciated with sustainable action. Furthermore, factors such as the con-
venience of sustainable options (e.g., readily available public transit
or efficient recycling systems) and prevailing social norms and ex-
pectations within the community or market also fall into this cat-
egory. Stern’s work highlights that these contextual influences are
generally the strongest determinants of behaviour, often overshad-
owing individual personal factors.

2. Personal Capabilities. This category comprises the resources and
skills possessed by individuals or organisations that determine their
capacity to engage in sustainable practices. The following elements
are of particular significance: financial resources that are necessary
for initial investment, literacy (that is to say, general knowledge or
understanding), social status, and, crucially, specific knowledge and
skills related to particular behaviours. For instance, an sme man-
ager may possess the requisite attitude to implement energy effi-
ciency measures; however, they may lack the personal capabilities
in terms of specialised knowledge or financial capital to execute
complex retrofitting projects.
3. Attitudinal Factors. The following internal psychological factors
have been identified as key indicators of an individual’s propen-
sity to engage in sustainable behaviour. This encompasses deeply
held personal values, general environmentalist predispositions (ab-
stract norms), and specific norms or beliefs associated with particu-
lar behaviours. Additionally pertinent are non-environmental atti-
tudes, such as prioritising profit over environmental care or valuing
speed over sustainability. The individual’s perception of the costs
and benefits of taking sustainable action is also a relevant factor.

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