Study • Environment · Conservation Behaviors
Using Normative Social Influence to Promote Conservation Among Hotel Guests’.
Schultz et al (2007), ‘Using normative social influence to promote conservation among hotel guests’, Social Influence.
Summary by Mark Egan
The author conducted field experiments to determine the effectiveness of normative messages designed to promote towel re-use in hotel rooms. The control received the message “This hotel has initiated a conservation program.” An example of a treatment message was “Nearly 75% of hotel guests choose to reuse their towels each day. To support our guests who want to conserve, this hotel has initiated a conservation program”. The authors find some evidence of behavior change in the treatment groups but note the overlapping confidence intervals.
Tactics used
TACTICS
Social Norms
Behaviors addressed
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