Beyond building: how social norms shape low-income home construction in Kenya

Social norms 'flower' framework of behaviour

Published by
Habitat for Humanity's Terwilliger Center for Innovation in Shelter
Sheldon Yoder

The “flower” framework was originally developed by Cislaghi and Heise, and the Terwilliger Center has adapted below for housing. The four domains depicted in the figure intersect to influence people’s choices and actions. These are:

  1. The household domain includes factors specific to the person: biological conditions, knowledge and psychological characteristics.
  2. The social domain includes factors such as whether there are positive deviants within the group, the degree of gender or racial heterogeneity, and the configuration of existing social networks.
  3. Factors in the products and services domain include material resources such as access to money, land, services, etc.
  4. The governance domain includes formal rules and regulations (laws, policies or religious rules).

Social norms - expectations and beliefs about others’ behaviours - are found in the intersection between the individual and social domains.

The report attached here applies this framework to housing in Kenya with a discussion of the theoretical framework after the introduction.