Behavioural Change Theory

Our approach draws heavily from Ajzen & Fishbein’s Theory of Planned Behaviour and contemporary behavioural change theories, which emphasize that sustainable change requires understanding attitudes, subjective norms, and perceived behavioural control of stakeholders. We integrate this with human-centered development principles that position humans as “central actors in processes of innovation” and recognize that “humans engage in innovation processes, as generators of ideas, creators, everyday bricoleurs, inventors, innovators and change agents.”