Attitudes affect behavior.

ocean pollution, destruction of rain forests, depletion of the ozone layer, indiscriminate dumping of hazardous wastes, and misuse of land and water cannot continue indefinitely, and there is no "quick fix." Who can doubt that the major contributors to the degradation of our environment are humans? Environmental problems as instigated by humans are primarily "behavioral problems" as defined by Skinner (1) and are, therefore, subject to examination by using applied behavior analysis (2). Skinner believed that human behavior is determined to a large extent by its consequences (3) and not simply through the transfer of information or advice. That is true of children and nations when the advice involves futures that lie beyond the immediate horizon. Few people would be expected to change behavior based simply on the advice of others but when their quality of life is affected by environmental problems, such as water shortages or air pollution, change can