Navigation Links
Want to encourage eco-friendly behavior? Give consumers a nudge (Don't tell them what to do)
Date:9/11/2012

Consumers are more likely to change their behavior if they voluntarily commit to changing rather than being told what to do, according to a new study in the Journal of Consumer Research. So carefully nudge them along if you're trying to encourage more eco-friendly behavior.

"Commitment promotes consistent changes in behavior, especially if consumers pledge specific steps to promote the desired behavior. Consumers who publicly express a commitment to the environment will reinforce their commitment and increase sustainable behavior," write authors Katie Baca-Motes, Amber Brown (both Disney Research), Ayelet Gneezy, Elizabeth A. Keenan (both University of California, San Diego), and Leif D. Nelson (University of California, Berkeley).

Influencing sustainable behavior is an ongoing challenge in today's world. Hotels often ask consumers to "do their part" for the environment by reusing towels, but this approach has limited success. Appeals to adhere to social norms (i.e., informing guests that the majority of guests in a hotel reuse their towels) have been shown to be more effective, yet leave an estimated 50% of hotel patrons unresponsive.

The authors studied consumers staying at a California hotel. At check-in, guests were asked to either make a general commitment to be environmentally friendly or to make a specific commitment to reuse towels during their stay. Notably, the commitment was entirely symboliconce guests checked in, they were able to exist in anonymity and behave as they wished. To reinforce the commitment, some guests who chose to commit further received a "Friend of the Earth" lapel pin.

Asking guests to make a specific commitment to hang towels made them more likely to hang their towels. However, when they made a specific commitment to practice sustainable behavior and received a pin to symbolize that commitment, their subsequent behavior was significantly more eco-friendly. They were more likely to reuse towels as well as turn off the lights when they left their rooms.

"Rather than telling consumers what they should be doing, companies, nonprofits, or government agencies wishing to influence behavior change should consider an alternative optionone that creates an appealing opportunity for consumers to start with a small stepa non-binding commitment that will likely nudge their behavior in the desired direction," the authors conclude.


'/>"/>
Contact: Mary-Ann Twist
JCR@bus.wisc.edu
608-255-5582
University of Chicago Press Journals
Source:Eurekalert

Related biology news :

1. Begin early: Researchers say water with meals may encourage wiser choices
2. Starting a family does not encourage parents to eat healthier
3. New HealthFocus® International Study Reveals Five Very Different Weight Management Consumers
4. Obtaining key nutrients from canned foods can save consumers money
5. Consumers need simple, concise messages about benefits of phytonutrients
6. Fish oil added to yogurt may help consumers meet daily nutritional requirements
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:1/18/2017)... 2017 MedNet Solutions , an ... entire spectrum of clinical research, is proud to ... for the organization in terms of corporate growth, ... products and services. The company,s exceptional achievements can ... iMedNet ™ – ...
(Date:1/11/2017)... Iowa , Jan. 11, 2017 Intoxalock, ... first with the release of its patent-pending calibration device. ... and reliably perform calibrations, securely upload data logs and ... for the customer. "Fighting drunk driving through ... for the public at large, but also for the ...
(Date:1/4/2017)... 2017  For the thousands of attendees at this year,s International Consumer ... health and biometric measurement devices and services, will be featuring its new ... in A&D Medical,s special CES Exhibit Suite , the new upper ... the company,s WellnessConnected product platform.  ... ...
Breaking Biology News(10 mins):
(Date:1/18/2017)... , Jan. 18, 2017  HUYA Bioscience International, ... China,s pharmaceutical innovations, announced today ... Sciences Innovation and Investment Company (referred to as CAS ... biomedical innovations discovered by leading scientists at CAS to ... HUYA is the first company to have ...
(Date:1/18/2017)... , Jan. 18, 2017 /PRNewswire/ - SQI Diagnostics ... and diagnostics company that develops and commercializes proprietary ... or the "Company"), today announced that Cameron ... ("Kingsdale"), has resigned from its Board of Directors.  ... to securities regulations that have limited both his ...
(Date:1/17/2017)... ... January 17, 2017 , ... ... Factor (RF) to its VALIDATE® SP2 calibration verification / linearity test kit. VALIDATE® ... serum base. Each VALIDATE® SP2 kit is prepared using the CLSI recommended “equal ...
(Date:1/17/2017)... NEW YORK , Jan. 17, 2017 /PRNewswire/ ... to grow at a CAGR of around 7.5% ... billion by 2025. Some of the prominent trends ... population, growing incidences of diseases & graft transplant ... Based on Material the market is categorized into ...
Breaking Biology Technology: