The underlying purpose of this paper is to analyse determining factors of responsible
environmental behaviour which serves as a formative evaluation prior to implementation This
comprises the objectives of discussing the project strategy and aims as well as analysing the
target audience s individual behaviour and conditioning factors deriving from the external
situation that require consideration in the design of the project s implementation strategy. A
further implication is to clarify how present theories help to understand factors inhibiting or
enabling responsible environmental behaviour and to provide knowledge on communication
campaigns and strategy design. The key ndings indicate that theory on individual behaviour
change from psychology and social studies is vast however strategy designers of environmental
campaigns do notmake su cient use of it and often develop programmes based on simplistic
knowledgeattitude-practice models. On the other hand literature on external factors
determining environmental behaviour is not as advanced besides the fact that a change of
situational terms and conditions is postulated to yield great results. In general individual
and contextual factors need to be addressed to bring about the desired behaviour change which
has been considered in the strategy design of the Solar powered Schools for Hyderabad project.
