PUBLIC SPACE AND ENVIRONMENTAL BEHAVIOUR:
WEEKLY MARKETS IN HAMBURG, GERMANY
MARINA MONTELONGO
Resou ce E iciency in A chi ec u e and Planning (REAP), Ha enCi y Uni e si y Hambu g (HCU), Ge many
ABSTRACT
Limi ing wa ming o 1.5°C abo e p e-indus ial le els equi es a la ge-scale e o o p omo e
sus ainable beha iou . The su ounding en i onmen has a de e minan in luence on human beha iou
and can he e o e become a s a egic ally owa ds sus ainabili y. Using a mul i-me hod app oach in wo
weekly ma ke s in Hambu g, his pape analyses how di e en ea u es o he public space – like
accessibili y – acili a e he implemen a ion o s a egies ypically aimed a he p omo ion o
en i onmen al beha iou – like in o ma ion. The analysis shows ha he wo se ings enable he
implemen a ion o all he e ised s a egies, poin ing ou he ele ance o he public space owa ds mo e
sus ainable ci ies. Physical access in e ms o public anspo a ion and ee-ba ie zones played a
majo ole acili a ing he implemen a ion o all he e ised s a egies while symbolic access in he o m
o a sophis ica ed a mosphe e sugges ed a ba ie o low-income g oups. Visual access and
oppo uni ies o socio-cul u al exchange ac ed oge he : The en i onmen in luenced beha iou
h ough social no ms-based s a egies ia obse ing wha o he s do, ole model-based s a egies ia
selle s and in o ma ion-based s a egies ia he sp ead o di e en ypes o in o ma ion. In he same
way, i d o e subconscious decision-making h oughou salience and p iming-based s a egies in he
o m o an ex ensi e usage o signage. Rega ding oppo uni ies o economic exchange, a ailabili y-
based s a egies in he o m o p oduc s and se ices played a majo ole, in acco dance wi h he
comme cial na u e o he ma ke s. Oppo uni ies o senso y expe iences we e suppo ed by a a ie y
o elemen s ha c ea ed ull li ed-in expe iences like smells and li e music, which in u n migh
enhance he desi ed e ec . Conce ning si ua ional ea u es, he analysis sugges s ha a linea
a angemen o s ands p o ides quicke and easie access o p oduc s compa ed wi h a g id o m.
Keywo ds: public space, en i onmen al beha iou , beha iou al change, sus ainable ci ies, s ee
ma ke s.
1 INTRODUCTION
Gene alized indi idual p o-en i onmen al beha iou is pa icula ly desi able in ci ies, which
house mo e han hal o he wo ld’s popula ion and emi 80% o he g eenhouse gasses [1].
The need o accele a e he ansi ion is u gen bu how o do i emains a puzzle. Pa o he
p oblem s ems om he nume ous and di e se ba ie s hinde ing en i onmen al beha iou ,
which ange om he lack o knowledge, indi idual a i udes and mo i a ions [2] o p oblems
dealing wi h he di icul y, ime consuming, o cos o he beha iou [3]. P e ious esea ch
sugges s he combina ion o di e en s a egies aimed o o e come di e en ba ie s o
be e ou comes [3], [4]. How o combine he di e en s a egies and whe e o do i ? The
public space is a neu al scena io o communica ion, social lea ning, pe sonal de elopmen ,
and a ious ypes o exchange [5]. The e is whe e beha iou s a e mo e likely o ollow he
s a us quo, shaping indi idual decisions h ough au oma ic, unconscious cogni i e p ocesses
[6] and he e o e ep esen s an oppo uni y o implemen wide- anging en i onmen al
s a egies h ough social con agion.
Ac i e engagemen is one o he main unc ions o he public space, in ol ing he ac i e
pa icipa ion o indi iduals. Bo h, spa ial a angemen s and oppo uni ies o ac ion ha e
been ound o play an impo an ole d i ing beha iou , especially conce ning he in e ac ion
be ween indi iduals [7]. While he ele ance o he public space as a beha iou al se ing has
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been es ablished, li le is s ill known abou he po en ial o he public space o p omo e
en i onmen al beha iou .
D awing on en i onmen al psychology, his s udy adds o p e ious esea ch analysing he
po en ial o di e en ea u es o he public space acili a ing he implemen a ion o s a egies
ypically aimed a he p omo ion o en i onmen al beha iou . Mo e speci ically, i iden i ies
s a egies ha a e al eady unning in he public space and es ablishes he link wi h he ea u es
o he space ha acili a e hei implemen a ion, showing he po en ial o he public space as
a o um o he p omo ion o en i onmen al ac ion. Empi ical ma e ial is p esen ed om a
mul i-me hod app oach o wo weekly ma ke s in Hambu g. Loca ions we e selec ed based
on he obse a ion ha ma ke s a e e y popula places whe e di e en beha iou al s a egies
– as social no ms – ake place, hus p o iding op imal condi ions o he p omo ion o
en i onmen al ac ion on a la ge scale.
This a icle adds o he cu en li e a u e on public space and beha iou al change in se e al
ways. Fi s , based on in-dep h quali a i e esea ch, i p o ides a de ailed unde s anding on
he po en ial o he public space o he implemen a ion o s a egies ypically used o p omo e
en i onmen al beha iou , asse ing i s ole as a main d i e owa ds sus ainable ci ies.
Fu he mo e, i p o ides in e disciplina y unde s anding o he ela ionship be ween public
space, and en i onmen al beha iou . Second, he s udy ocuses on weekly ma ke s, ha is,
popula u ban se ings in e ms o numbe and human ac i i y. In doing his, he unc ion o
he public space as a o um o ac ion is claimed, p esen ed as a easible al e na i e ha
esponds o he cu en need o he sp ead o en i onmen al p ac ices on a la ge scale in he
as es possible way. Fu he mo e, i shi s he ocus om he making places o people o
enjoy and in e ac o he making places o people o ake en i onmen al ac ion. Thi d, he
s udy p o ides heo e ical–p ac ical insigh s in o he link be ween s a egies and he ea u es
o he public space acili a ing hei implemen a ion, hus p o iding p ac i ione s wi h daily
li e examples ha can be maximized o edi ec ed owa ds sus ainabili y.
The a icle begins by discussing he li e a u e on beha iou al s a egies used o o e come
en i onmen al ba ie s and ea u es o he space ha migh acili a e hei implemen a ion.
This is ollowed by he me hodology and analysis, p o iding aluable insigh s in o he
ela ionship be ween he su ounding en i onmen in he ma ke s and ongoing beha iou al
s a egies. The las sec ion d aws conclusions and discusses he main indings.
2 STRATEGIES TO FACILITATE ENVIRONMENTAL BEHAVIOR
Indi idual beha iou plays a signi ican ole in educing g eenhouse gas emissions [8] bu
he equi ed beha iou al shi poses majo challenges as i is d i en by mul iple con lic ing
and compe ing in e nal and ex e nal ac o s o ba ie s [2], [3]. In e nal ba ie s e e o
ac o s lying wi hin he pe son as knowledge o mo i a ion [2]. Ex e nal ba ie s o
con ex ual o ces include a wide ange o ac o s as in as uc u e, cos s, ad e ising,
capabili ies and cons ain s associa ed wi h echnology, and o ins i u ional issues [3] bu also
a ailabili y o p oduc s and se ices [9] as well as social o ces as no ms, epu a ion sys ems
and social ne wo ks [10]. Fu he mo e, he how di e en in e en ions a e amed and
communica ed also in luences decision-making p ocesses [6]. In he eminde o his sec ion,
some o he mos in luen ial s a egies aimed o o e come in e nal and ex e nal ba ie s a e
p esen ed. This is ollowed by he p esen a ion o ea u es o he public space ha migh
acili a e hei implemen a ion.
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2.1 In o ma ion and knowledge
Knowledge pe se is nei he a p e equisi e o en i onmen al ac ion [2] no su icien o
mo i a e ac ion [2], [11]. Howe e , i is widely ecognized as one o he mos impo an
ac o s in luencing en i onmen al ac ion as no hing occu unless in o ma ion makes
indi iduals awa e o he di e en oppo uni ies o ac ion [12]. In o ma ion in luences
indi idual pe cep ions, mo i a ions, and no ms [9], bu also a i udes, belie s and alues [3]
which in u n migh in luence beha iou al choices. Resea ch shows ha in o ma ion migh
be mo e e ec i e when he indi idual has he skill o apply knowledge [3], [13] and i is
amilia wi h he en i onmen al p oblem and i s causes [2]. In he same way, esul s a e bes
when in o ma ion is p esen ed a ime and place whe e he in ended beha iou will occu and
people simila o he a ge audience model i ; i i comes om a us ed sou ce o i is
accompanied by a eques o a public commi men ; i i eminds people ha he e a e no ms
suppo ing he desi ed beha iou , and also when i gains people’s in ol emen and a en ion
[3]. In o ma ion is mo e e ec i e when i is accu a e, c edible, and a ge ed a he poin o
decision, hus sugges ing conc e e ac ions be aken acco ding o pa icipan ’s pe sonal
si ua ion and p e en ing in o ma ion o e load [8].
2.2 Social no ms
Desc ip i e no ms e e o pe cep ions o which beha iou s a e ypically pe o med in a gi en
si ua ion, placing he idea o many people a e doing his in ou mind [14]. In his line, p o-
en i onmen al beha iou is less likely o occu wi hin a cul u e ha p opaga es an
unsus ainable li es yle [2]. Injunc i e no ms e e o pe cep ions o which beha iou s a e
ypically app o ed o disapp o ed [14] in ol ing beha iou al expec a ions ha a e suppo ed
by social o ma e ial sanc ions [10]. People measu e he igh ness o hei beha iou by how
a away hey a e om he no m [15], and a oid de iance, as people end o do wha is
popula as well as wha is socially app o ed [14]. Bye ly e al. [6] conduc ed a e iew dealing
wi h he in luence o di e en con ex ual a iables on indi idual’s decisions, inding ou
consis en e ec s on en i onmen al beha iou s by in e en ions communica ing social
no ms.
2.3 A ailabili y
In e nal ac o s as a i udes a e o g ea ele ance p edic ing beha iou s ha a e s ongly
a ou ed by con ex bu hei ele ance declines when ex e nal ac o s as cos , e o ,
di icul y o ime-consuming cons ain he beha iou [3]. Mo eo e , some beha iou s as
ecycling o aking public anspo a ion can only ake place i he necessa y in as uc u e is
p o ided [2]. Ex e nal ba ie s can be app oached by p o iding clea and accu a e
in o ma ion e.g. in o ming people o ecycling acili ies loca ions o by acili a ing ac ion in
s ic ly p ac ical e ms, hus making he beha iou mo e con enien e.g. placing con aine s
in close p oximi y o common ac i i ies o mo i a e ac ion [13]. In he same way, a i udes
owa ds o ganic ood migh imp o e when p ices dec ease [9]. This unde lines he need o
changes in physical, echnical, and/o o ganiza ional sys ems aimed a he imp o emen in
a ailabili y and quali y o he desi ed p oduc s and se ices as well as he es ic ion and/o
p ohibi ion o unwan ed ac ions owa ds success ul in e en ions [9]. O he ways o deal wi h
ex e nal ac o s include ci ic engagemen and pa icipa ion [2].
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2.4 P iming and salience
Di e ences in he con ex can ha e a powe ul e ec on beha iou h ough au oma ic,
unconscious p ocesses [16]. In his way, people espond o in o ma ion ha is made
accessible in hei mind ia p iming h ough subconscious in o ma ion and senso y cues, like
clea ly isible and nume ous displays o esh ood aimed o mo i a e pu chases owa ds
heal hy ood. In he same way, people eac when hei a en ion is epea edly d awn ia
salience, h ough eminde s and message aming cap u ing a en ion, like isually a ac i e
and iendly signs p omo ing ene gy sa ing placed nex o ligh swi ches [6].
2.5 Role model
Indi idual decisions can be in luenced by a ca e ul choice o he pe son o messenge
encou aging ce ain beha iou , as in o ma ion is mo e e ec i e when he pe son sugges ing
he ac ion is pe cei ed as simila [6]. Role model-based s a egies can be also used o
s eng hen social no ms by p o iding in o ma ion abou he expec a ions [6] pe cep ions,
e icacy, and beha iou o o he s [9].
3 THE PUBLIC SPACE AND ACTIVE ENGAGEMENT
I is widely ecognized ha success ul places a e cha ac e ized by high le els o ac i i y and
pa icipan s, which in u n p esen s an oppo uni y o ac i e engagemen and pa icipa ion.
Acco ding o Max-Nee e al. [17], pa icipa ion is a human need ha could be mee h ough
ac ions in ol ing adap abili y, ecep i eness, solida i y, willingness, espec , igh s,
esponsibili ies, du ies, wo k, coope a ion, p opose o in e ac ion. The es o his sec ion
co e s di e en a ibu es o he public space ha migh acili a e he implemen a ion o
beha iou al s a egies ypically used o p omo e en i onmen al beha iou . Tha is, a ibu es
o success ul public spaces ha migh encou age ac i e engagemen and pa icipa ion.
3.1 Accessibili y
Ca e al. [18] explained he concep o accessibili y om h ee di e en pe spec i es. Visual
accessibili y e e s o wha people can see and judge be o e aking any u he s eps and i is
many imes he i s con ac be ween an indi idual and a gi e place. A pe sonal e alua ion
migh include eeling o com o , welcome and sa e y. The isual expe ience includes
in o ma ion abou symbolic access, associa ed wi h anima e (e.g. a iendly g oup o people)
and inanima e (e.g. exclusi e shops sending signs abou he abili y o pay o o mee d ess
no ms) cues om he en i onmen indica ing he ype o indi iduals ha a e welcome o
excluded. Finally, physical access e e s o he physical abili y o ge in o and use a gi en
place. I includes di e en o ms o public anspo making places accessible o all g oups
in socie y as well as physical elemen s welcoming o excluding people as slippe y pa emen s,
walls, elemen s inhibi ing si ing o he lack o amps o elde ly and olleys [7].
3.2 Oppo uni ies o exchange
Acco ding o Mon gome y [19], he le el o ac i i y depends on he di e si y o a gi en place
in e ms o he ype and numbe o socio-cul u al and economic ansac ions a ailable, which
in u n migh inc ease i s i ali y in e ms o he numbe o people a ound. Mon gome y [19]
iden i ies high le els o economic ac i i y as key o success. Ideally, a gi en se ing includes
a wide ange o o e s and ac i i ies (e.g. ca és, o eign g oce y s o es, delica essens, and
cinemas), slo s o ime, ne wo ks o supplie s and cus ome s, and he building up o new
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p oduc s and se ices [19]. Socio-cul u al ansac ions include social in e ac ion,
communica ion, ci il pa icipa ion and di e en o ms o social lea ning and pe sonal
de elopmen p ocesses [7].
3.3 Oppo uni ies o senso y expe iences
Li ed-in expe iences in a gi en place a e associa ed wi h sensa ion and pe cep ion p ocesses
igge ed by he su ounding en i onmen . Sensa ion in ol es inpu o he b ain ob ained by
all human senses. While ision p o ides mo e in o ma ion han he o he senses combined,
in o ma ion ga he ed by o he senso y ecep o s as ea s, nose, and mou h c ea e oppo uni ies
o emo ionally ich expe iences. Pe cep ion e e s o he unde s anding and p ocessing o
he in o ma ion ecei ed. I in ol es cogni i e p ocesses o ganizing and keeping
in o ma ion, in e p e a i e p ocesses in ol ing associa ions be ween cu en and pas
expe iences, a ec i e p ocesses in ol ing eelings and e alua i e p ocesses dealing wi h
indi idual alues and p e e ences [7].
3.4 Si ua ional ea u es
D awing on p e ious wo k, Ca mona e al. [7] concluded ha human beha iou is essen ially
si ua ional as i is shaped by speci ic physical, socio-cul u al and pe cep ual con ex s. While
he las wo a ai s we e explained abo e, he physical en i onmen e e s o spa ial
a angemen s ha in luence indi idual’s choice by de e mining wha people can do o no
om a p ac ical iewpoin . Fo example, a bench placed in a nice place o e s an oppo uni y
o a long s ay, showing ha he desi ed ou comes a e mo e likely o occu in ce ain se ings.
In summa y, indi idual choice migh be he esul o he in luence o he su ounding
en i onmen in combina ion wi h a wide se o indi idual pa ame e s, anging om pe sonal
expe iences o age, li es yle o he socie y in which a pe son was aised up [7].
Based on he heo e ical amewo k, we hypo hesize ha weekly ma ke s a e places ha
mee a ibu es o success ul public spaces a ac ing people and o e ing oppo uni ies o
ac ion h ough he implemen a ion and ongoing o beha iou al s a egies.
4 METHODOLOGY
Di ec obse a ion in wo weekly ma ke s in Hambu g, Ge many, was he main esea ch
me hod o explo e he link be ween ea u es o he public space and ongoing beha iou al
s a egies. The popula i y o he ma ke s and hei big size we e among he main selec ion
c i e ia o selec he s udy si es, ensu ing a ich exchange be ween indi iduals and space.
Isema k is loca ed in he weal hy neighbou hood o Eppendo . Acco ding o i s websi e
[20], i is one o he la ges and mos beau i ul ma ke s in Ge many, wi h abou 178 ma ke
s ands ollowing an abou 600m s aigh -line pa e n. Bills ed ma ke is loca ed in he
neighbou hood o Bills ed , he comme cial hea o a densely popula ed low-income dis ic .
The s ee ma ke coun s a ound 67 ma ke s ands ollowing a block pa e n subdi ided in o
small plo s. An impo an di e ence be ween he wo neighbou hoods is he numbe o
mig an s, which in u n in luences he ype o isi o s o he ma ke s. Acco ding o he
Ge man Fede al S a is ical O ice [21], he pe cen age o mig an s is 21.7% (4.4% om
Tu key, 7.9% om Poland, 1.7% om A ghanis an) in Eppendo and 61.2% in Bills ed
(18.1% om Tu key, 14.0 om Poland, 13.5% om A ghanis an).
Di ec obse a ion was pe o med a i egula in e als o e a pe iod o 8 mon hs (July
2021–Feb ua y 2022). The obse e s spen an a e age o 2 hou s pe isi on si e obse ing
he social and physical en i onmen . The obse a ions ocused on h ee main issues: he
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exis ence o he selec ed cha ac e is ics o he space acili a ing ac i e engagemen , he
ongoing selec ed beha iou al s a egies, and hei in e linkages. The in o ma ion was
inpu ed in o o ms p oduced by he au ho o ha pu pose and suppo ed by pho og aphic
ma e ial. Pa icipan obse a ion included ha ing d inks in he ma ke ’s es au an s, g oce y
pu chases and in o mal con e sa ions wi h he selle s and ma ke isi o s. Finally, sho ,
s uc u ed in e iews we e conduc ed wi h he ma ke inspec o s, buye s and selle s. These
in e iews p o ided gene al in o ma ion abou o ganiza ional issues, mo i a ions o isi he
ma ke as well as on g een selling and consump ion p ac ices.
5 ANALYSIS
The analysis is conduc ed in wo s eps: i s , i iden i ies wha ea u es o places ha migh
acili a e he implemen a ion o di e en beha iou al s a egies a e mee . Tha is, i iden i ies
he exis ence o ea u es o public spaces ha migh encou age ac ion. Second, i explo es
how he di e en ea u es acili a e he implemen a ion o he di e en s a egies. Fo a
summa y o e iew o he ela ionship be ween ea u es o he public space and beha iou al
s a egies along wi h a g aphic ep esen a ion, see Figs 1 and 2.
5.1 Accessibili y
5.1.1 Physical access
Two days a week: Tuesdays and F idays om 8–12 am, Isema k ma ke is placed unde a
b idge connec ing wo subway s a ions. As a esul , he e is a cons an low o people coming
and going be ween he s a ions. Ba ie - ee subway s a ions enable all social g oups o ge
in o and use he place. A uni o m and smoo h conc e e su ace acili a es he mobili y o
pe sons (e.g. ehicles o pe sons wi h disabili ies and supe ma ke olleys) and goods. Bus
s ops and bike s a ions on e e y side o he ma ke along wi h a cen al bike pa king and bike
acks along he s ee , en ich he ange o en i onmen ally iendly anspo possibili ies.
Cus ome s and selle s may pa k on bo h sides o he s ee .
Bills ed ma ke is loca ed wi hin a 6-minu e walk om he la ges public anspo s a ion
(bus and unde g ound) in ha dis ic . Addi ionally, he la ges shopping cen e in he a ea is
loca ed nex o he anspo s a ion, which ensu es a cons an low o people mo ing be ween
he s a ion, he shopping cen e and he s ee ma ke . The ba ie - ee anspo s a ion no
only ensu es easy access o he place o all g oups in socie y, bu also acili a es he mobili y
o goods (e.g. supe ma ke olleys). In he ma ke , a signi ican p esence o people wi h
disabili ies was obse ed, despi e he dis up ion o he ee low o people by elemen s as
une en su aces, ligh poles, bike acks, ashcans, and ee p o ec ion elemen s. The e a e
se e al bicycle pa ks loca ed in di e en pa s o he squa e, acili a ing access om di e en
di ec ions. The la ges bike pa king is loca ed in a e y cen al place and isible o e e yone.
Cus ome s and selle s may pa k on he side s ee s.
5.1.2 Visual/symbolic access
Anima e and inanima e cues in Isema k include iendly selle s – many imes o iginal
g owe s happy o discuss abou hei p oduc s – and delica ely deco a ed ma ke s ands. The
nume ous ca es and es au an s whe e people can ake a b eak o mee someone, add o he
iendly a mosphe e ha in i es pa icipan s o ake u he s eps. I is pa icula ly di icul o
ind a place o si down a ound noon, when pupils and wo ke s ake ad an age o he
closeness o he subway o join he ma ke o lunch ime. The eye canno o e look he e y
nume ous a ac i e labels highligh ing bo h he ecological quali y o he di e en p oduc s
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Isema k ma ke

Fea u es o he public space and beha iou al s a egies
Accessibili y S a egies Oppo uni ies
o exchange S a egies
Visual/symbolic/
physical
Economic
INFORMATION AVAILABILITY
Easy access o pe sons
and goods acili a es
he implemen a ion o
all s a egies
N
ORMS Easy access o a
wide a ie y o
“g een” and
high quali y
p
oduc s
AVAILABILITY
PRIMING
ROLE MODEL
Senso y expe iences Oppo uni ies
o exchange
Sigh /hea ing/smell/
ouch/ as e
Socio-cul u al
INFORMATION
Visual/w i en/
o al exchange
I
N
FORMATION
Li e-in expe iences
migh op imize he
in luence o all
implemen ed s a egies
N
ORMS
N
ORMS
AVAILABILITY AVAILABILITY
PRIMING PRIMING
ROLE MODEL ROLE MODEL
Figu e 1: Public space and ongoing s a egies in Isema k ma ke . (Sou ce: D awing by D.
Guzmán unde he supe ision o he au ho , 2022.)
(bio, local, own p oduced) and hei high quali y, including delica essen and hand made
p oduc s. Tha pleasan and cha ming a mosphe e c ea es a eeling o com o , welcome and
sa e y o habi ual clien s, made up o he middle and uppe class in he neighbou hood.
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Bills ed ma ke
Fea u es o he public space and beha iou al s a egies
Accessibili y S a egies Exchange S a egies
Visual/symbolic/
physical
Economic
INFORMATION AVAILABILITY
Easy access o
pe sons and goods
acili a es he
implemen a ion o all
s a e
g
ies
N
ORMS Easy access o a
wide a ie y o
se ices and low-
cos p oduc s
AVAILABILITY
PRIMING
ROLE MODEL
SENSORY
EXPERIENCES OPPORTUNITIES
FOR EXCHANGE
Sigh /hea ing/smell/
ouch/ as e
Socio-cul u al
INFORMATION Visual/w i en/o al
exchange
I
N
FORMATION
Li e-in expe iences
migh op imize he
in luence o all
implemen ed
s a e
g
ies
N
ORMS
N
ORMS
AVAILABILITY AVAILABILITY
PRIMING PRIMING
ROLE MODEL ROLE MODEL
Figu e 2: Public space and ongoing s a egies in Bills ed ma ke . (Sou ce: D awing by D.
Guzmán unde he supe ision o he au ho , 2022.)
Howe e , i sends ou a symbolic message o he ype o indi iduals ha a e welcome,
es ic ing ac i e pa icipa ion o people wi h he abili y o pay. The eye also mee s he F ench
s yle i on b idge – i is he subway wha is unning o e head he e, which in addi ion o beau y,
assu es p o ec ion agains wea he condi ions, ein o cing he eeling o com o and
p o ec ion.
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In Bills ed , anima e cues om he en i onmen include selle s – many imes membe s o
he se led immig an communi ies in he a ea – and a la ge numbe o people a ac ed by
he wide ange o comme cial se ices a ailable, including he s ee ma ke , local shops, and
he shopping mall. Nume ous ca es and es au an s whe e people can ake a b eak o mee
someone su ound he ma ke while seconda y si ing in he o m o wall- ings o plan s
p o ides isi o s, who a e no necessa ily consume s wi h he oppo uni y o s ay. All o i
oge he c ea es a e y li ely a mosphe e ha in i es o he s o join, mainly low-income
esiden s, bu also people om he low-income su ounding neighbou hoods. In Bills ed ,
nume ous labels, placa ds and signboa ds ma ke ing low-p ice p oduc – especially clo hing
and ab ics – send a welcome symbolic sign o low-income people, in s iking con as o he
si ua ion in Isema k . The shops ma quees su ounding he ma ke as well as he shopping
mall p o ide shel e agains he wea he i necessa y.
Fo a summa y o e iew o he ela ionship be ween he a ibu e o he public space
accessibili y and ongoing beha iou al s a egies, see Table 1.
Table 1: Accessibili y and s a egies.
Accessibili y
Isema k Bills ed
Ph
y
sical access
-Public anspo
(Ba ie - ee subway
s a ions, bus)
-Bike s a ions
-Ca pa king
-Public anspo
(Ba ie - ee subway
s a ions, bus)
-Bike s a ions
-Ca pa king
-Smoo hly su ace -Une en su ace (no
p
oblem)
All beha iou al s a egies: INFORMATION, NORMS, AVAILABILITY,
PRIMING, ROLE MODEL
Visual
/
sy
mbolic access
-Selle s (p oduce s) -Pleasan
a mosphe e -Selle s (mig an s) -Li ely
a mosphe e
-Abundan bio,
delica essen
(expensi e) p oduc s
-Sea s (mobile
ca s)
-Physical shel e
(b id
g
e)
-Abundan low cos
p oduc s ( ab ics)
-Sea s (box
lowe s)
-Physical shel e
(shops nea b
y
)
All beha iou al s a egies: INFORMATION, NORMS, AVAILABILITY,
PRIMING, ROLE MODEL
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Table 4: Oppo uni ies o senso y expe iences, si ua ional ea u es and s a egies.
Oppo uni ies o senso y expe iences and si ua ional ea u es
Isema k Bills ed
Senso
y
expe iences
-Sigh : a wide ange o isual s imuli
(signage, colou s, igu es made o
ca dboa d, e c.)
-Sigh : a wide ange o isual s imuli
(signage, colou s, igu es made o
ibe
g
lass, e c.)
-Hea ing: S ee musicians (cla ine ,
acco dion, con abass, gui a s) and
en husias ic selle s
-Hea ing: En husias ic selle s
-Smell: swee ( lowe s, c epe), s imula ing
(cheese, spices, co ee) and s ong ( ish,
mea
)
-Smell: swee ( lowe s), s imula ing
(cheese, spices, sahlep) and s ong ( ish,
mea )
-Touch: exo ic ui
-Touch: clo hes, ab ics
-Tas e: cheese p e- es
-Tas e: ui s p e- es
All beha iou al s a egies: INFORMATION, NORMS, AVAILABILITY,
PRIMING, ROLE MODEL
Si ua ional
ea u es
The s ee pa e n allows a on , le and
i
g
h iew
The g id pa e n o e s many di e en
wa
y
s o
g
o, see and expe ience
All beha iou al s a egies:
INFORMATION, NORMS,
AVAILABILITY, PRIMING, ROLE
MODEL
Beha iou al s a egies: pa h-dependen
lowe boxes acili a ed s ay condi ions, sugges ing ha he spa ial a angemen s do no
cons ain social and economic ac i i ies. Howe e , a g id sys em enables indi iduals o ind
hei way in he ma ke , limi ing he in luence o po en ial in e en ions o he a eas and
s ands isi ed.
Fo a summa y o e iew o he ela ionship be ween si ua ional ea u es and ongoing
beha iou al s a egies, see Table 4.
The analysis shows clea e idence ha he wo weekly ma ke s s udied he e a e places
wi h a high numbe o ac i i ies in ol ing he ac i e pa icipa ion o indi iduals.
Fu he mo e, he wo se ings enabled he implemen a ion o all he e ised beha iou al
s a egies, poin ing ou he po en ial o he public space o in luence indi idual beha iou .
The esul s a e u he discussed in he nex sec ion.
Fo a g aphical o e iew o he ongoing beha iou al s a egies in he ma ke s and ela ed
ea u es o he public space, see Figs 1 and 2.
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6 CONCLUSIONS AND DISCUSSION
This esea ch explo ed he po en ial o he public space as a o um o he p omo ion o
en i onmen al ac ion. Fo ha , he s udy in es iga ed he ela ionship be ween ou ea u es
o he public space (accessibili y, oppo uni ies o exchange, oppo uni ies o senso y
expe iences and si ua ional ea u es) and i e s a egies ypically used o he p omo ion o
en i onmen al beha iou (in o ma ion, social no ms, a ailabili y, p iming and salience, and
ole model). The i s conclusion o he analysis is ha unde ce ain condi ions, he public
space becomes an op imal scena io o he implemen a ion o s a egies ha could be used o
encou age en i onmen al beha iou . The analysis showed clea e idence ha all he
s a egies s udied a e al eady unning in he wo weekly ma ke s. These indings sugges ha
esea che s and p ac i ione s dealing wi h beha iou al change should ecognize he ole o
he public space – s ee ma ke s and co esponding social dynamics in pa icula – as a o um
o ac ion and beha iou al se ing, a ou ing condi ions o use i o he sp ead o
en i onmen al p ac ices on a la ge scale.
Second, ega ding ea u es o he space, he analysis shows ha easy access o he place
in he o m o ee-ba ie a eas, public and p i a e anspo as well as iendly pa emen s
acili a ed he mo emen o goods and people in o, ou o and a ound he ma ke s, poin ing
ou he physical accessibili y ea u e as a p e-condi ion o he implemen a ion o all he
s a egies. Visual and symbolic access sen mixed signals abou whom and wha o buy
h ough cues om he en i onmen . Radically di e en social a mosphe es and p oduc s
(g een and high quali y p oduc s in a e ined a mosphe e s. low-cos p oduc s in a wa m bu
simple a mosphe e) symbolically closed o access o people who eel com o able in ha
pa icula a mosphe e, like ce ain i ems and a e able o pay o hem. This d aws a en ion
o he impo ance o encou aging he isi o he si e o ac ion by c ea ing an inclusi e
a mosphe e o all sec o s o socie y, pa icula ly a oiding he associa ion be ween g een
p oduc s and e y high p ices (an issue ha needs o be sol ed in p ac ice i s ). Once in he
ma ke , he indi idual is exposed o massi e oppo uni ies o exchange, which in u n
acili a ed he implemen a ion o all he s a egies. Sociocul u al exchange included a as
amoun o isual, w i en, and o al in o ma ion in he o m o signage and di e en o ms o
in e ac ion and social beha iou , including di ec lea ning expe iences and ci il pa icipa ion.
Fo i s pa , economic exchange included a as numbe o buy and sell ac i i ies, in line wi h
he economic na u e o he s ee ma ke s. The weal h o in o ma ion answe ing whom, wha ,
how and whe e ques ions abou p oduc s and se ices in combina ion wi h easy and as
access o hem, migh acili a e ac ion by o e coming e o , di icul y o ime cons ain s bu
also in luencing pe cep ions, mo i a ions, a i udes, belie s and alues. Oppo uni ies o
senso y expe iences included pleasan li e-in expe iences ha s imula ed all i e senses,
which in u n migh ein o ce he in luence o he con ex d i ing ac ion. The analysis o
si ua ional ea u es dealing wi h he in luence o spa ial a angemen s guiding ac ion
highligh ed he impo ance o a physical a angemen ha acili a es long s ays and ensu es
he con inuous exposu e o he pa icipan o oppo uni ies o ac ion. Possibili ies o si ing
oge he wi h oile s and wea he p o ec ion acili a ed long s ays. I is wo h saying ha
p ima y si ing was essen ially es ic ed o es au an s, which we e e y popula wi h
cus ome s in bo h se ings. Seconda y si ing like lowe boxes, s ai ways and sidewalks we e
e y popula , p obably because i enabled isi o s o enjoy he place wi h o wi hou he need
o consume. Rega ding exposu e, he analysis shows ha a s ee pa e n ha allows a on ,
le and igh iew acili a es he con inued exposu e o he pa icipan o oppo uni ies o
ac ion.
Thi d, all he e ised s a egies deal in one way o ano he wi h di e en ypes o
in o ma ion, including isual, w i en, o al, bu also senso y in o ma ion, leading o he
The Sus ainable Ci y XVI 187
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conclusion ha in o ma ion-based s a egies play a key ole p omo ing ac ion, in line wi h
p e ious esea ch. The indings complemen he exis ing li e a u e in shedding ligh on isual
in o ma ion as he mos ele an s a egy in luencing ac ion in he ma ke s, places la gely
associa ed wi h ace- o- ace communica ion. Visual in o ma ion is linked o he e y
nume ous p in ed signage. I is also closely linked o social no ms-based s a egies showing
wha o he people do, p iming and salience-based s a egies a ac ing he a en ion o he
consume epea edly h ough a wide use o signage and i ems, and ole model-based
s a egies guiding and ein o cing indi idual decisions while obse ing people pe cei ed as
simila pe o ming ce ain beha iou . Addi ionally, people ha e isual access o all he
p oduc s o e ed, in luencing a ailabili y-based s a egies. Visual in o ma ion is also a main
componen when c ea ing li e-in expe iences.
A ou h esul is a by-p oduc o he s udy: he analysis e eals signi ican di e ences in
he ype, quali y and p ice o p oduc s o e ed in he wo se ings. The ype o p oduc s anges
om supplies needed o su i al o en e ainmen p oduc s. Thei quali y anges om bio
label o unknown o igin, while hei cos anges om ela i ely e y expensi e (mos ly
en i onmen ally iendly p oduc s) o e y low (mos ly clo hing and ab ics). In line wi h he
main heo e ical a gumen a ion o his pape , his shows ha he in luence o he en i onmen
can pull in opposi e di ec ions. Fo ins ance, placing he sell and pu chase decision be ween
g een, high quali y and expensi e p oduc s and low-cos , dubious quali y p oduc s. All e o s
should he e o e ocus on di ec ing he di e en s a egies owa d he desi ed esul s.
One inal obse a ion is ha in one o he se ings, selle s used use wo ds as “ esh” and
“supe ised p oduc ion” as well as he g een colou o highligh he en i onmen ally iendly
quali y o hei p oduc s. All ha , when only se en o 178 s ands hold bio ce i ica ions,
d awing a en ion o he need o a clea , ai and e icien classi ica ion sys em o
en i onmen ally iendly p oduc s.
Being explo a o y in na u e, his s udy ocused on a limi ed selec ion o s ee ma ke s,
limi ing he gene alizabili y o he empi ical esul s. Fu he s udies migh wan o ocus on
la ge samples and mo e s anda dized o ms o measu emen o explo e u he he condi ions
unde which hose places become spaces sui ed o he sp ead o sus ainable beha iou . In his
line, u he esea ch should examine cu en (none) en i onmen al p ac ices pe o med by
clien s and selle s as well as iden i y he mos e ec i e p ac ices o be pe o med in
acco dance wi h he sociodemog aphic cha ac e is ics o he pa icipan s and spa ial
condi ions. Fu he mo e, he po en ial o he public space ein o cing communi y esilience
is a ui ul a ea o esea ch: weekly ma ke s p o ided easy and as access o medical mask
du ing he COVID-19 pandemic.
ACKNOWLEDGEMENTS
The au ho hanks he suppo o he s uden s Ve onika F och and Da id E. Guzman assis ing
da a collec ion and d awing espec i ely. The au ho also hanks P o esso D Udo Die ich
o his commen s on an ea lie e sion o his pape .
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