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Using Normative Social Influence to Promote Conservation Among Hotel Guests
Abstract
Three field experiments are reported on the ability of printed normative messages to influence conservation behavior among hotel guests. While prior research has shown that social norms can both guide and spur behavior, there are a number of questions about the generality of the effects, the impact of aligning descriptive and injunctive norms, and the relative impact of normative information about a specific versus general referent group. In the first experiment we demonstrate the basic influence of printed normative messages designed to promote towel reuse among a sample of hotel guests, and also that aligning the injunctive and descriptive elements of a normative message increases its impact on behavior. Experiment 2 extends this finding to guests staying in timeshare condominium units. In Experiment 3 we again replicate the effect, and also show that normative information about both generic and specific reference groups can affect behavior. Results are interpreted within the focus theory of normative conduct, and directions for future research are discussed.
... Past research on sustainable behaviors has extensively examined the role of proenvironmental self-identity, defined as the extent to which individuals perceive themselves as environmentally friendly 38 . This concept has been approached and measured in various ways, drawing on theories of self-concept, interpersonal relationships, and identity theories (for details 39 ). ...
... In this study, proenvironmental identity is conceptualized with reference to identity theory [39][40][41][42][43][44][45][46] , where selfidentity is the term individuals use to define themselves concerning certain behaviors 47 . Self-identity involves a composite of roles that a person fulfills, requiring ongoing actions to affirm the self-concept 38 . ...
... Given that sustainable purchasing is often a consistent, ongoing behavior rather than a one-time action aimed at achieving a specific identity goal, this study refers to self-identity theory. This emphasis highlights the enduring aspects of the self-concept, aligning more closely with the SCP nature 39,[51][52][53][54] . ...
Previous research investigated the impact of psychosocial predictors (e.g. attitude, social and moral norm, perceived behavioral control, intention) on sustainable clothing purchasing. To date, no studies considered whether proenvironmental self-identity moderates the effects of these predictors on behavior. In this study, we adopted an intrapersonal approach and a longitudinal design to assess the moderating role of proenvironmental self-identity in predicting intentions and behaviors, considering gender differences. 250 participants completed an initial questionnaire on the predictors of three sustainable clothing purchasing. A month later, they filled out a second questionnaire to self-assess these behaviors. The results showed that social and internalized norms (moral norms) were notably influential of participants’ intentions. Affective attitude influenced behavior positively, while cognitive attitude had a negative influence. When considering the moderating role of proenvironmental self-identity, significant gender differences emerged. Women with a weak proenvironmental self-identity expressed a higher intention to purchase sustainable clothing when they had high affective attitudes and descriptive norm but low cognitive attitudes. Women with a strong proenvironmental self-identity intended to purchase sustainable clothing when they had high moral norms and cognitive attitudes but low descriptive norm. Man with a weak proenvironmental self-identity and high positive affective attitude increased their future SCP.
... Nevertheless, due to the described methodological differences, it is important to look closely at the operationalization of ISNAs if their effectiveness is to be assessed, particularly in the context of minority behavior. Moreover, the few studies investigating ISNAs in the context of minority behavior typically include not only ISNAs but also DSNAs (Schultz et al., 2008;de Groot and Schuitema, 2012;Smith et al., 2012). Therefore, this interaction of ISNAs and DSNAs must be considered when researching sustainable behaviors. ...
... The studies were mainly in the areas of sustainable diet (>36%), followed by energy and water conservation (14%), sustainable consumption (14%), waste prevention (9%), voluntary carbon offsets (7%) and transportation (5%). Most studies focusing on minority behavior referred to descriptive norms and DSNAs, whereas only a few studies examined different characteristics of ISNAs (Schultz et al., 2008;de Groot and Schuitema, 2012;Smith et al., 2012;Lalot et al., 2018Lalot et al., , 2019. Most studies focused on dynamic DSNAs and compared them vs. a control group (∼29%) or a static DSNAs (∼27%). ...
... In an early study on the topic, Schultz et al. (2008) described that "some" vs. "many" people supported sustainable behavior. However, they did not find significant differences between the two groups. ...
Social norm appeals have been proven successful in promoting sustainable behavior that most people engage in. However, research on the effectiveness of social norm appeals in promoting sustainable behavior performed by a numerical minority of people is lacking. This systematic review aimed to examine empirical studies that applied social norm appeals and to elaborate on how social norm appeals could be effectively designed to foster sustainable minority behaviors. Thirty-six articles, including 54 studies, applying social norm interventions to promote sustainable minority behavior were compiled and discussed, with a particular focus on the methodology and operationalization of social norm appeals. The results showed that static descriptive minority social norm appeals might not be effective in promoting sustainable behavior. Nevertheless, there appeared to be differences depending on the strength of the norm and the environmental attitudes of the population. However, using injunctive and dynamic descriptive social norm appeals appear promising approaches because these appeals are less prone to undesirable effects. Nevertheless, it could be problematic if injunctive and descriptive social norm appeals are not aligned, but results are inconclusive. For practitioners, emphasizing social change and highlighting majority approval are simple, low-cost strategies with great potential to induce compliance and encourage sustainable minority behavior without running the risk of backfire effects.
... The majority of studies conducted in environmental psychology concentrate on pro-environmental behavior, which is also known as "ecological behaviour", "conservation behaviour" (2)(3)(4) , "environmentally friendly behaviour" (Dolnicar and Grun 2009), "environmentally responsible behavior, " "environment-protective behavior, " "environmentpreserving behaviour' (4) , and "sustainable behavior" (5) . Conversely, "environmentally unfriendly behavior" and "environment-destructive behavior" are the reverse. ...
... The majority of studies conducted in environmental psychology concentrate on pro-environmental behavior, which is also known as "ecological behaviour", "conservation behaviour" (2)(3)(4) , "environmentally friendly behaviour" (Dolnicar and Grun 2009), "environmentally responsible behavior, " "environment-protective behavior, " "environmentpreserving behaviour' (4) , and "sustainable behavior" (5) . Conversely, "environmentally unfriendly behavior" and "environment-destructive behavior" are the reverse. ...
Practicing "pro-environmental" behavior is one of the most significant in psychological research. Environmental issues have drawn international attention because environmental degradation has caused problems for human throughout the last few decades. It is feasible to connect this environmental degradation to human activity. Under sustainable environmental condition, that can be better human environmental behaviour. The term "pro-environmental behavior" describes the decisions and actions people take to improve sustainability and decrease their negative effects on the environment. In this review article, the authors makes an effort to comprehend how human behavior is influenced by the physical environment and how behavior and attitude affect the environmental circumstance with a special focus on green sustainable or pro-environmental practices. When it comes to engaging in pro-environmental behavior, there are various factors that play a vital role, such as knowing about the problem, human values, and environmental concerns. The writers offer a four-step model to encourage people to change their behavior in favor of the natural environment. A variety of theoretical and methodological strategies are available to enhance pro-environment behaviour. Additionally, the authors emphasize how important it is for people to form a strong connection with nature. This suggests that developing a common understanding and assessing people's unique subject-matter expertise in environmental education are essential. Keywords Degradation of the environment, Pro-environmental behavior, Models and theories of environment-behavior relationship, Psychological benefits’ of connecting with nature
The singular use of they/them pronouns to refer to gender-nonconforming persons is growingly accepted grammar in the English language. Yet Americans’ comfort and willingness to use gender-neutral pronouns are divided along partisan lines. It is important to better understand potential ways to influence people’s acceptance with the use of gender-neutral pronouns given the psychological harm that misgendering a person can induce. In this paper, we report the results from a pre-registered survey experiment on a large and nationally representative sample in the U.S. to investigate how normative messages encouraging the use of they/them pronouns influences people’s comfort using gender-neutral pronouns and willingness to state their personal pronouns. We also examine the downstream effects of these messages on expressions of tolerance/prejudice towards people who identify as transgender. We find, counter to our hypotheses, that normative messages do not depolarize the public and can sometimes backfire and increase existing divisions, largely due to shifts observed among Republicans, independents, and men.
Consumers today are increasingly seeking to balance their needs with environmental responsibility. This is particularly evident in the textile industry, where traditional production methods can have an adverse impact on the environment. In China, for example, textile production consumes vast amounts of water, chemicals, and fossil fuels. Fortunately, there is a move in the right direction toward sustainable methods. Consumers are making more conscious choices, opting for clothing produced with eco-friendly methods and ethical labor practices. This trend is driven by a growing awareness of sustainability issues and a desire to minimize environmental impact. This article delves into the concept of consumer behavior within the textile industry. This topic's research highlights the variables that encourage consumers to embrace sustainable behaviors. The study explores various dimensions of “green participation behavior,” including value co-creation, attention to environmental information, and interpersonal influence. These dimensions are shaped by both individual characteristics and external factors like the surrounding environment. The research also analyzes the emotional aspects of consumer sentiment towards eco-friendly brands. It examines how consumers perceive and engage with “green” products, highlighting the importance of brand awareness and “green involvement.” By exploring these themes, the article provides valuable insights into how consumer awareness shapes shopping habits and influences the perception of environmentally responsible brands in today's market.
This field experiment increased the frequency of curbside recycling among community residents using feedback interventions that targeted personal and social norms. My team of researchers observed curbside recycling behaviors of 605 residents of single-family dwellings for 17 weeks. Groups of contiguous houses were randomly assigned to 1 of 5 experimental conditions: plea, plea plus information, plea plus neighborhood feedback, plea plus individual household feedback, or the control condition. Interventions were implemented using door hangers delivered to each household over a 4-week period. Results showed significant increases from baseline in the frequency of participation and total amount of recycled material for the individual (i.e., personal norm) and the group feedback (i.e., descriptive norm) interventions. None of the interventions altered the amount of contamination observed. These findings are interpreted as consistent with recent research on personal and social norms and suggest a link between behavior change produced through norm activation and behavior change produced through feedback. Implications for research and public policy are discussed.
The investigations described in this series are concerned with the conditions of independence and lack of independence in the face of group pressure. The abstract temper of present-day theory and investigation in this region rests to a considerable degree on a neglect of the cognitive and emotional experiences that are part of the individual's psychological field. The understanding of social influences will require the study of a wide range of conditions and of the interrelated operations of different psychological functions. A group of seven to nine individuals was gathered in a classroom to take part in what appeared to be a simple experiment in visual discrimination. The subjects were all male, white college students, ranging in age from 17 to 25; the mean age was 20. For certain purposes a large number of critical subjects was required for the present experiment. The present report is based on a total of 123 subjects. The task consisted of the comparison of a standard line with three other lines, one of which was equal in length to the standard. We investigated some of the conditions responsible for independence and lack of independence in the face of arbitrary group pressure. To this end we produced a disagreement between a group and one individual member about a clear and simple issue of fact. The interview, which followed the experimental session, provided qualitative evidence concerning the effects produced by the majority, The particular properties of the experimental situation and their relation to more usual social contradictions were described.
This field experiment increased the frequency of curbside recycling among community residents using feedback interventions that targeted personal and social norms. My team of researchers observed curbside recycling behaviors of 605 residents of single-family dwellings for 17 weeks. Groups of contiguous houses were randomly assigned to 1 of 5 experimental conditions: plea, plea plus information, plea plus neighborhood feedback, plea plus individual household feedback, or the control condition. Interventions were implemented using door hangers delivered to each household over a 4-week period. Results showed significant increases from baseline in the frequency of participation and total amount of recycled material for the individual (i.e., personal norm) and the group feedback (i.e., descriptive norm) interventions. None of the interventions altered the amount of contamination observed. These findings are interpreted as consistent with recent research on personal and social norms and suggest a link between behavior change produced through norm activation and behavior change produced through feedback. Implications for research and public policy are discussed.
The authors introduce a social judgment framework they term deviance-regulation theory. This theory proposes that people self-regulate more on the basis of the perceived social consequences of deviating from behavioral norms than on the basis of the perceived social consequences of conforming to behavioral norms. The implications of this model were explored in the context of persuasive health communication. Four studies demonstrated that health communication had its greatest effects on behavioral intention and behavioral willingness when it associated images with deviant behavioral alternatives. Thus, when participants believed their peers made healthy decisions, they were most influenced by negatively framed communication that emphasized the undesirable attributes of people who made unhealthy decisions. In contrast, when they believed their peers made unhealthy decisions, they were most influenced by positively framed communication that emphasized the desirable attributes of people who made healthy decisions.
Contributes to the M. L. Dennis et al (see record 1991-08669-001) review of social and behavioral science literature related to the failure to change human behavior on a large scale for energy conservation and environmental protection. It is suggested that behavioral and social scientists can increase corporations' and governments' environmentally protective behavior by helping them develop more effective environmental programs with the information-dissemination approaches reviewed by Dennis et al.
We present a theory about human thought named the unconscious-thought theory (UTT). The theory is applicable to decision making, impression formation, attitude formation and change, problem solving, and creativity. It distinguishes between two modes of thought: unconscious and conscious. Unconscious thought and conscious thought have different characteristics, and these different characteristics make each mode preferable under different circumstances. For instance, contrary to popular belief, decisions about simple issues can be better tackled by conscious thought, whereas decisions about complex matters can be better approached with unconscious thought. The relations between the theory and decision strategies, and between the theory and intuition, are discussed. We end by discussing caveats and future directions.
© 2006 Association for Psychological Science.