Care-full Resources Logomark
Care-full Logo TextResources Logo Text

COM-B

Engagement Method

Introduction and Purpose

This framework, developed by Michie et al., (2011), incorporates three components to achieve behavioural change:

  • C – Capability
  • O – Opportunity
  • M – Motivation
  • to achieve: B – behaviour change

Capability refers to the physical (e.g. strength, skills) and psychological (e.g. attitudes, knowledge) attributes of individuals to perform a behaviour. Opportunity is further categorised into Physical (the physical features of the environment, including time and space) and Social (social and cultural norms and cues). Motivation is subdivided into reflective (conscious, e.g. planning, intention) and automatic (e.g. habits, impulses, emotions). All three components must be targeted for behaviour change to occur. This model has been used extensively across different contexts such as healthcare, business, policy, and education.

COM-B can be designed to support behaviours that have a positive impact on biodiversity. For example:

  • Introducing a new behaviour – e.g. plant pollinator-friendly plants in the workplace grounds
  • Stopping an existing behaviour – e.g. using chemical pesticides in the workplace grounds
  • Reducing existing behaviour – e.g. non-biodegradable materials being used in the workplace
  • Revising an existing behaviour – e.g. increasing recycling

COM-B is implemented to explore inhibitors and facilitators to secure this behaviour change. Research has reported success for COM-B in changing a range of biodiversity behaviours, such as urban rewilding (Coisnon et al., 2019), reducing pets' negative impact on wildlife (Moxon et al., 2021), and stopping the use of pesticides in gardening practices (Lewis et al., 2018).

Key Features

Timeframe:
  • Introducing and embedding a small set of behaviour changes takes on average 3 – 6 months after which progress can be reviewed and further actions introduced. However, this timeframe will vary depending on the number of employees involved and the behaviours targeted.
Materials Required:
  • Data collection materials such as questionnaires, interview guides, focus group prompts, or observation checklists
  • For any data collected with people, ethical consent forms and participant information sheets to ensure informed and voluntary participation
  • Resources to support the selected interventions, including financial allocations, communication materials, and training or educational resources
  • Tools for assessment and tracking to monitor progress, evaluate outcomes, and document behavioural change over time
Skills Required:
  • Project Management and Leadership – to plan, coordinate, and oversee the implementation of the COM-B process from design to evaluation
  • Research and Analysis – to collect, interpret, and apply data on behavioural drivers, barriers, and outcomes
  • Interpersonal and Communication – to engage staff, build trust, and secure buy-in across teams and departments
  • Problem-Solving and Adaptability – to identify and address barriers, anticipate challenges and refine interventions as needed
  • Creative Design – to develop engaging and context-appropriate programmes that inspire behaviour change and long-term commitment
Potential Impact:
  • Strengthened organisational contribution to biodiversity protection and restoration
  • Increased uptake of pro-biodiversity behaviours among staff
  • Improved collaboration and positive relationships within teams through shared goals
  • Higher staff morale and sense of purpose linked to environmental engagement
  • Stronger alignment between staff behaviour and organisational biodiversity objectives
  • Enhanced organisational reputation and credibility in demonstrating environmental responsibility both internally and externally
Care-full Resources Logomark

Case Study

Instructions

To implement COM-B within an organisation, use the following steps as a guide:

Identify which behaviour is to be changed based on:

  • Which is likely to have the most impact?
  • Which has the best chance of being accepted?
  • Which is likely to have positive spillover effects?
  • What can the business afford?
  • Is it equitable?

Identify the barriers and drivers for behaviour change using interviews, surveys, focus groups, behavioural observations, conversations etc.,

Research may identify barriers such as:

  • Capability – are employees able to perform the required behaviour change?
  • Opportunity – what physical and social facilitators and barriers are currently in place, and how will these need to be changed for behaviour change to occur?
  • Motivation – what motivates the current behaviour? What would motivate behaviour change?

Ensure that any data collection follows ethical good practice, including obtaining informed consent, protecting confidentiality, and being transparent about how information will be used.

Based on information from previous steps, choose one or more of the following interventions:

  • Education – build understanding and awareness to strengthen knowledge about the desired behaviour
  • Training – develop practical skills and confidence required to perform the behaviour effectively
  • Persuasion – shape positive associations with the new behaviour and highlight the drawbacks of the current one through targeted communication and framing
  • Incentivisation – introduce rewards or recognition to encourage and sustain behaviour change
  • Coercion – apply proportionate consequences or disincentives for failing to adopt the desired behaviour
  • Restriction – establish clear rules or limits to reduce the performance of undesired behaviours
  • Enablement – remove barriers and provide additional support, resources, or opportunities that make the new behaviour easier to perform
  • Modelling – demonstrate the desired behaviour through relatable examples, senior role models, case studies, or storytelling
  • Environmental restructuring – redesign the physical or social environment to make the desired behaviour more accessible, visible, and habitual

Action and measure the adoption of behaviour change

  • Identify suitable measures and indicators to evaluate the uptake, quality and effectiveness of behaviour change. For example, track the proportion of employees adopting a new biodiversity-related practice (such as waste segregation or sustainable transport options), measure changes in resource use, or assess shifts in staff attitudes and confidence through pre- and post-intervention surveys.
  • Pilot the intervention and assess outcomes to test feasibility and identify early challenges. Select a small, representative group or department and implement the intervention over a defined period. Collect feedback on clarity, accessibility and motivation, and analyse whether the intervention produced the expected behavioural shifts or unintended effects.
  • Revise the intervention where needed based on the pilot results. Adjust communication materials, incentives, training formats, or environmental cues according to participant feedback and monitoring data. Revisit the original COM-B analysis to ensure that the intervention continues to address the core capability, opportunity, and motivation factors influencing behaviour.
  • Roll out the behaviour change strategy across the wider organisation once refinements have been made. Ensure that key messages are consistent and visible, that managers and team leaders are engaged, and that employees have access to the necessary resources, training, and support mechanisms to maintain engagement.
  • Continue to monitor, assess, and revise periodically to ensure that the intervention remains relevant and effective over time. Establish a regular review cycle, collecting data on behavioural outcomes, organisational performance and biodiversity impacts. Use these findings to celebrate progress, share success stories, and adapt the strategy to emerging priorities or changing workplace contexts.

Rationale and Benefits

COM-B provides a structured framework to guide behaviour change. In particular, it:

  • Provides a holistic and systematic method for exploring the interconnected elements of behaviour change
  • Enables employers/biodiversity leaders to identify and address specific barriers to pro-biodiversity behaviour change (e.g., lack of knowledge and/or motivation, limited access to required resources, etc.), as well as behaviour change drivers (e.g., increased feelings of self-worth, positive attitudes towards nature, etc.)
  • Generates a detailed understanding of employees' current behaviour, experience, attitudes and perceptions, which assists in targeting behaviour change that is likely to be of value and accepted
  • Supports the development of programmes that combine several interventions (e.g. education, incentives, feedback) to produce behaviour change
  • Enables employers to align organisational objectives with the COM-B components, ensuring that employees are effectively supported and appropriately evaluated as they move towards behaviour change.
  • Contributes to a positive and supportive workplace environment that encourages engagement and shared responsibility.
  • Can be implemented with relatively low financial cost, making it a practical and scalable approach for organisations of different sizes.

Links to Resources

Social Change UK and The Decision Lab offer a free guide on COM-B.

Mindful Business Charter offer an example of COM-B to a business context.

BCT Taxonomy offer a free app on behaviour change techniques.

Resources