Awareness, understanding and recognition of this major problem will help us all contemplate behaviour and environmental change with unusually welcome green outcomes.

BBC: Laziness will send us to an early grave

Consultant Paula Owen hopes the 12-month study will encourage people to change their behaviour and reduce their environmental impacts.

BBC: Fun and games 'can save the planet'

Fuel duty has also served as a useful environmental weapon, since it accurately targets a pollutant and changes behaviour.

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"We are testing these ideas to see if it enhances environmental education in terms of recalling information and encourages people to change their behaviour, " she said.

BBC: Fun and games 'can save the planet'