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NA TIONAL BL UEP RINT F OR BEHA V IOURAL INSIGHTS IN HEALTH
MAINS TREAMING BEHA V IOURAL SCIENCE F OR BET TER HEALTH

The Challenges of Behaviour Change for Health:
A Behavioural Science Perspective

Promoting behaviour change for health presents significant challenges, often more complex
than it initially appears. While recommending healthier behaviours, such as improved
nutrition and increased physical activity may seem straightforward, translating these
recommendations into sustained action is considerably more difficult. This difficulty arises
because individuals often develop habits over many years,
and awareness of the benefits of healthier behaviours
does not always lead to behavioural change. Understanding One of the key challenges
the psychological and social determinants of behaviour is in behaviour change is
therefore crucial. Social norms, personal motivations, and overcoming deeply
unconscious biases significantly influence health-related ingrained habits.
decision-making processes (1).

In Malaysia, findings from the National Health and Morbidity Survey (NHMS) 2023 have
highlighted key health-related issues that need attention. For example, more than half of the
adult population (54.4%) is overweight or obese, 1 in 2 adults leads a sedentary lifestyle and
95.1% of adults consume inadequate fruit and vegetables daily (2). This underscores the
urgency of addressing behavioural challenges. Psychological challenges are compounded
by environmental and societal factors that make healthier choices less accessible. The
COVID-19 pandemic further accentuated the importance of addressing behavioural issues,
as behaviour change played a pivotal role in mitigating the spread of the virus. For example,
adherence to preventive measures like mask-wearing, hand hygiene, physical distancing
and vaccine uptake demonstrated how behavioural science can guide effective public health
strategies. A joint project between MOH and WHO Malaysia during the COVID-19 pandemic
used behavioural insights to optimize communication interventions for preventive behaviours
and inform future risk communication strategies. This experience highlights the potential for
applying and leveraging behavioural science to other persistent health challenges in Malaysia.

One of the key challenges in behaviour change is overcoming deeply ingrained habits. These
habits are often reinforced by environmental cues, such as the routine of consuming snacks
while watching television or the tendency to avoid exercise after a long workday (3). The
familiarity and comfort associated with these behaviours create significant barriers to
change. Additionally, human cognitive biases, such as the tendency to favour immediate
gratification over long-term benefits, further complicate efforts to adopt healthier behaviours
(4). This phenomenon, known as "present bias," illustrates the difficulty individuals face in
prioritising future health benefits over immediate pleasures (5).

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