One of B. F. Skinner's most important legacies is "selection by consequences," which means behavior is motivated by events or conditions that follow it. Pleasant consequences increase behavior and unpleasant consequences decrease behavior. This is a key principle for understanding why people act the way they do.
It also explains the special challenges of promoting safety and health in the workplace. You see, at-risk and unhealthy behaviors are often followed naturally by immediate and pleasant consequences-comfort, convenience, excitement, sensory stimulation. In contrast, safe and healthy behaviors are usually accompanied by inconvenience, discomfort, or boredom.