Applying a new theoretical and methodological approach for behavior-change campaign planning: identifying the critical determinants for reducing littering and evaluating the resulting large-scale campaign.

Introduction: This paper presents a theoretical concept and methodological approach for identifying critical determinants for behavior change interventions. The approach is based on established theories and constructs but represents them in an intervention- instead of questionnaire-oriented form. Six discriminant and targetable dimensions of behavior determinants are proposed: Consideration, feasibility, instrumental evaluation, norms and goals, affective evaluation, and needs and tension states.