Seeing Green and Becoming Green: Applying Normative Social Influence to Promote Pro-Environmental Behaviour Across Two New Zealand Contexts

<p>Intervention programmes aimed at promoting pro-environmental behaviours typically rely solely on information-only appeals. However, research has shown that information-based interventions do not often lead to behaviour change, instead presenting the use of social norms as a better catalyst for change (see, e.g., Cialdini, 2003; Schultz, 1998; Schultz & Kaiser, forthcoming). The current research adds to a growing body of literature that employs normative influence (information regarding the behaviour commonly conducted by others) to promote pro-environmental behaviour. Two experimental studies compared the effectiveness of normative information with information-only environmental messages. Study 1 used a survey questionnaire to measure participants’ self-reports of household energy efficiency and Study 2 used a field experiment to directly measure hotel guests’ towel reuse. Results indicated that individuals provided with social norm information engaged in more pro-environmental behaviour than those who were presented solely with environmental information. The findings also suggest that there is a need to distinguish between types of pro-environmental behaviour and the role of social reference groups when designing normative messages. The implications of these findings are discussed along with directions for future research.</p>

Seeing Green and Becoming Green: Applying Normative Social Influence to Promote Pro-Environmental Behaviour Across Two New Zealand Contexts

<p>Intervention programmes aimed at promoting pro-environmental behaviours typically rely solely on information-only appeals. However, research has shown that information-based interventions do not often lead to behaviour change, instead presenting the use of social norms as a better catalyst for change (see, e.g., Cialdini, 2003; Schultz, 1998; Schultz & Kaiser, forthcoming). The current research adds to a growing body of literature that employs normative influence (information regarding the behaviour commonly conducted by others) to promote pro-environmental behaviour. Two experimental studies compared the effectiveness of normative information with information-only environmental messages. Study 1 used a survey questionnaire to measure participants’ self-reports of household energy efficiency and Study 2 used a field experiment to directly measure hotel guests’ towel reuse. Results indicated that individuals provided with social norm information engaged in more pro-environmental behaviour than those who were presented solely with environmental information. The findings also suggest that there is a need to distinguish between types of pro-environmental behaviour and the role of social reference groups when designing normative messages. The implications of these findings are discussed along with directions for future research.</p>

Pro-environmental Behaviours at Work: The Interactive Role of Norms and Attitudinal Ambivalence

The environmental costs arising from unsustainable production patterns have increased to the point that organisations are now expected to adopt more responsible practices. Pro-environmental behaviours (PEBs) in the workplace can significantly contribute to bettering companies’ environmental performance and sustainability transition. This research investigated the interactive role of norms and attitudes in predicting voluntary energy conservation behaviours, based on a correlational study of 189 Portuguese workers. The study examined whether perceived norm conflicts involving co-workers, closer colleagues and leaders’ behaviours promote or hinder workers’ own PEBs and whether attitudinal ambivalence towards their organisation’s pro-environmental initiatives is a moderator of this relationship. Controlling for the effect of the pro-environmental organisational climate, the ages of employees and organisation size, the results confirm that felt ambivalence moderates the relationship between norm conflict and reported energy conservation behaviours. The findings indicate that ambivalent workers are less likely to engage in PEBs if they perceive norm conflict, that is, if other staff members are not equally motivated to adopt those behaviours. Conversely, norm conflict had an energising effect on non-ambivalent workers. The results thus indicate that organisations could benefit from promoting their environmental policies more explicitly, encouraging their employees to discuss these initiatives and making voluntary PEBs more visible in the workplace.

From social interactions to private environmental behaviours: The case of consumer food waste

Consumer food waste, like many environmental behaviours, takes place in private, and is not directly subject to social monitoring. Nevertheless, social interactions can affect private opinions and behaviours. This paper builds an agent-based model of interactions between consumers heterogeneous in their sociability, initial opinions and behaviours related to food waste and willingness to consider different opinions, in order to assess how social interactions can affect private behaviours. Compared to existing models of opinion dynamics, we innovate by including a range of ``cognitive dissonance'' between stated opinions and actual behaviours that consumers are willing to accept before changing one of the two. We calibrate the model using questionnaire data on household food waste in Italy. We find that a limited degree of mixing between different socio-demographic groups, namely adult and young consumers, is enough to trigger change, but a certain openness of mind is required from more wasteful individuals. Equally, a small group of environmentally committed consumers can attract a sizeable share of the population towards low-waste behaviours if they show a certain variability of opinions and are willing to compromise with individuals in their close neighbourhood in terms of opinions. These findings can help design effective interventions to promote pro-environmental behaviours, taking advantage of the beneficial network effects while anticipating negative externalities.

Environmental Awareness and Plastic Recycling Behaviour of Nigerian Undergraduates

Several prior studies globally have linked education with environmental awareness and behaviour, however there is a need to address the research gap in developing countries on the impact environmental education can have on pro-environmental awareness and in promoting pro-environmental behaviours (PEB) especially among university students. This paper takes into account the influence of social norms on PEB such as plastic recycling and promotes the notion of sustainable education in Higher institutions of learning in Nigeria. Recommendations for policy makers and universities are also reflected upon as Nigerian universities are urged to take pro-active steps towards adapting their curriculums and environmental volunteering activities. Furthermore, the study suggest sustainability literacy tests are incorporated into Nigerian university educational policies in other to promote pro-environmental behaviours among students.