Exploring the role of identity configuration in decision-making towards behaviour change

Abstract

Our personal identity is more than just our names and the roles we play on a day-to-day basis or our personalities but is rather more intricate. Defining our own identity is a lifelong process and becomes more complicated as time goes on as it continuously changes. Our identity plays a significant role in the decisions we make every day, so it is worthwhile to understand exactly how this process takes place. The study explored how identity configuration informs decision-making to bring about behavioural change related to the depositing of used cooking oil within specific communities in the Tlokwe and Castello municipal areas in the North West province, South Africa. The study was conducted within the context of the Demand Renewable Oil Programme (DROP) project, which is a household bio-fuel project in South Africa that aims to collect used cooking oil to convert it to bio-fuel. However, the Tlokwe and Castello communities have been reluctant to partake in this project. This reluctance was subsequently explored. The study entailed a qualitative investigation as this provided the opportunity to gain in-depth, rich data for the exploration of decision-making related to depositing used cooking oil in a specific community. The researcher specifically wanted to know how the individuals within the community make decisions with regards to who they are; how they view themselves and the community; how they view the role of cooking oil in the community; and what it will take for them to partake in the project where household bio-fuel is produced. The participants for the study were selected by means of purposive sampling. Four focus group discussions lasting an hour to an hour-and-a-half were conducted with fourteen participants, who were all female. The participants lived in the Tlokwe and Castello local municipalities in the North West province. Thirteen of the participants were first language Setswana speakers, with only one being a second language Setswana speaker. All of the participants could read and write in English and Setswana and were aware of the bio-oil project set out by the DROP project. The focus group discussions focused on the topic of identity, decision-making and behaviour change. Once informed consent had been obtained, the participants were asked a series of seven pre-selected questions. Data were transcribed and inductive analysis was used, starting with reading and re-reading the transcripts. The findings of this study revealed six main themes. The six main themes were: Theme 1: identity formation through social interactions; Theme 2: participation in community groups/gatherings; Theme 3: prioritizing and planning when making a decision; Theme 4: providing knowledge to allow decision-making and bringing about changes in behaviour; Theme 5: accessibility of containers when depositing cooking oil; and 6: Employer training. The participants in the study defined who they are in relation to everyone else in the community by referring to notions such as “Being a people’s person” and “Getting along with everyone.” These references are aligned with the principle of ubuntu. It is thus imperative that the DROP project organizes community gatherings/information sessions to mobilize the community and to inform them about the project and its benefits. Both the Tlokwe and Castello communities adhere to communal values and they achieve tasks by working together. The study found that re-using cooking oil has been a custom for many families in the communities and is it entrenched in their identity. The Tlokwe and Castello communities may change their current behaviour if there is thorough education regarding the DROP project and its benefits (through community workshops). To determine the effectiveness of the recommendations proposed by the study, follow-up research would have to be conducted to determine if the recommendations did indeed bring about behaviour change (getting more community members to partake in the DROP project and subsequently reducing the number of times individuals/families re-use cooking oil)