Behavioural insights are increasingly recognized as a vital tool in advancing Thailand’s climate and development objectives. Everyday actions—such as reusing bags, opting for electric transportation, or separating waste—may seem small individually, but collectively they can generate significant environmental impact. Through initiatives like UK PACT, projects in Thailand are identifying behavioural barriers and designing people-centred solutions, improving areas such as public transport usability and inclusive urban mobility. By integrating behavioural science with policy, Thailand can implement climate strategies that are both effective and meaningful, translating ambitious goals into real, sustainable change.
Panuwat Sajjaviriyakul, a behavioural economist and social and behaviour change communication expert, originally trained as a petroleum engineer. His experience in the oil and gas sector made him realize that numerical and logical approaches alone could not explain human behaviour, prompting his pursuit of master’s degrees in psychology and behavioural economics. He co-founded “Nudge Thailand” to apply behavioural insights to policymaking, aiming to make projects more people-centric. For instance, in collaboration with the Bangkok Metropolitan Administration on a waste separation initiative, simple interventions such as providing an extra bin or showing households how their food waste became fertilizer significantly influenced behaviour, demonstrating how small, thoughtful communication can drive meaningful change.
Sajjaviriyakul is motivated by the idea that small, consistent actions can collectively create powerful outcomes, particularly in climate action. While individual benefits from environmental behaviours may not be immediately visible, their collective impact on society can be substantial. Practices such as reducing single-use plastics or saving energy may seem minor, but when adopted widely, they contribute significantly to emissions reduction and environmental protection. Understanding and communicating the broader societal benefits of these actions is central to his approach.
Behavioural change is crucial for achieving Thailand’s climate and development goals because individual choices often underpin broader systemic progress. Large-scale infrastructure investments alone cannot suffice; the behaviours of individuals play a pivotal role. Simple, everyday decisions—from switching to electric motorcycles to turning off office lights—when collectively adopted, can contribute meaningfully to Thailand’s net-zero targets. These small actions complement larger systemic interventions, reinforcing the importance of behaviour-focused strategies.
Through UK PACT, Sajjaviriyakul and his team have identified behavioural barriers to low-carbon transitions. For example, research revealed that Bangkok residents often avoid public transport due to uncertainty about bus schedules and concerns about safety during rush hour. Addressing these barriers with practical solutions, such as reliable timetables and designated carriages for parents with children, can encourage low-carbon choices and improve the effectiveness of transport policies. This approach ensures that policies are not only technically sound but also aligned with the realities of everyday behaviour.
Collaborating with UK PACT partners and local stakeholders has provided opportunities for interdisciplinary learning, from traffic management and data modelling to urban design and policy development. Sajjaviriyakul emphasizes that the integration of technical expertise with behavioural insights allows for the creation of empathetic and practical policies that people can adopt. This collaboration highlights the importance of combining multiple perspectives to design solutions that are both feasible and human-centred.
Looking ahead, behavioural insights can complement traditional climate policies in Thailand by making sustainable choices easier and more appealing. Financial incentives or penalties alone are insufficient; policies that connect actions to values, emotions, and social impact are more likely to succeed. For instance, linking recycling efforts to community benefit provides an emotional motivation that encourages participation. Combining incentives with behavioural insights enables policymakers to move from abstract goals, such as net-zero targets, to tangible actions that generate measurable change.
A key lesson Sajjaviriyakul emphasizes is the profound impact of small actions. Even minor individual behaviours, when adopted collectively, can lead to significant societal and environmental outcomes. This perspective continues to inspire his work in behavioural economics and social change, reinforcing the potential of human-centred interventions to create a better environment and society.
