The target group of policy

Abstract

Policy is typically aimed at behaviour change within a target group. It is traditionally assumed that this target group makes an economic calculation and bases its decision on whether or not to comply. Previous research has shown that, in addition to economic motives, other motives also play a role in the considerations of the target group. However, previous research does not consider to what extent the target group actually acts compliant or non-compliant. This research not only examines the different motives, but also provides a picture of the actual level of compliance, in order to assess and explain policy effectiveness. It appears that motives alone do not explain the degree to which a target group actually acts compliant. This degree is rather explained by the target group’s assessment of current circumstances combined with underlying motives.

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