The integration of the behavior change component has proven its importance during the implementation of the UNDP "Mainstreaming Human Security Approach in Policy Making to Support the Recovery of Syunik Region" project, especially in the context of ensuring people-centeredness, identifying the local context and implementing preventive measures. By addressing challenges faced by the communities of Goris, Sisian, Kapan, and Meghri, these interventions enhanced participation in community initiatives aimed at improving safety, security, and overall well-being.

“Our approach targeted the root causes of persistent challenges in utility services,” explained Mr. Artak Voskanyan, UNDP Project Coordinator. “Through inclusive co-design sessions, we ensured the solutions were aligned with the needs of participants, including representatives from local administrations, NGOs, schools, kindergartens, and active community members.” One such focus was improving waste management services and increasing the collection of service fees.

Between October and December 2023, participatory sessions identified behavioral challenges affecting garbage fee payments, a critical issue impacting economic and environmental security and hindering sustainable community development. Despite relatively low fees (150–250 AMD per capita per month), collection rates were subpar. Urban areas like Kapan, Goris, and Sisian were prioritized for interventions due to their stronger data collection frameworks and better-organized garbage collection systems.

“Using the insights from co-design sessions, we conducted a Barrier Analysis to understand why timely payment of garbage fees was not occurring,” noted Mrs. Syuzanna Martirosyan, UNDP Behavioral Analyst. “The COM-B model guided our research, alongside focus groups, in-depth interviews, and qualitative data analysis. We uncovered barriers such as limited awareness of payment options, infrequent use of digital tools, unperceived penalties, inconvenient payment opportunities, and a lack of perceived importance, among others.”

Building on these findings, the project implemented a randomized controlled trial (RCT) to test behavioral interventions aimed at increasing timely payments and reducing outstanding debts. Key barriers included limited online payment systems, infrequent in-person collection visits (typically quarterly), and the inability to consolidate garbage fees with other utility bills. Some residents also cited insufficient garbage bins or concerns over how fees were used. Nevertheless, most citizens expressed openness to regular payments if systems were improved.

Results of the Behavioral Interventions

In Kapan, about 60% of residents paid regularly, with 20% not paying at all due to logistical barriers. In Sisian, regular payments were lower at 50%, while Goris faced the greatest challenge, with only 10% paying consistently.

The RCT design tested three approaches:

• Treatment 1 (Loss Aversion): Messages emphasizing the costs of non-payment, such as reduced service quality.
• Treatment 2 (Public Goods Framing): Messages linking timely payments to community benefits, such as installing new garbage bins.
• Control Group: No intervention, serving as a baseline for comparison.

In Kapan and Sisian, Treatment 1 (Loss Aversion) significantly improved payment rates, increasing regularity by 5–10% and 8–9%, respectively. In Goris, where pre-treatment payment rates were particularly low, Treatment 2 (Public Goods Framing) was the most effective, increasing payment regularity by 8%. These findings demonstrate the value of tailoring interventions to the unique contexts of each community.

Implications and Future Steps

The interventions revealed that small, targeted nudges—such as SMS reminders and linking payments to visible service improvements—can significantly improve payment behaviors. The psychological principle of loss aversion emerged as especially impactful, validating the importance of framing interventions around potential losses.

“As Daniel Kahneman’s Prospect Theory reminds us, losses weigh more heavily on decision-making than equivalent gains,” remarked Syuzanna Martirosyan. “This principle has been a cornerstone in designing interventions that not only address payment gaps but also foster a stronger sense of community accountability.”

Moving forward, efforts should focus on engaging non-payers, as this group offers the most potential for improvement. Maintaining accurate contact databases and strategically timing reminders, particularly during low-payment periods, could further enhance collection rates. With continued refinement and scaling, these behavioral strategies hold promise for resolving longstanding challenges in waste management, fostering sustainable and inclusive growth in Armenian communities.