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:2/3/2016)... India , February 3, 2016 ... the new market research report "Automated Fingerprint Identification System ... Search, Latent Search), Application (Banking & Finance, Government, Healthcare, ... published by MarketsandMarkets, the market is expected to be ... CAGR of 21.0% between 2015 and 2020. The transformation ...
(Date:2/2/2016)... , Feb. 2, 2016  BioMEMS devices ... primarily focused on medical screening and diagnostic ... parameters. Wearable devices that facilitate and assure ... of movement are being bolstered through new ... biomedical signal acquisition coupled with wireless connectivity ...
(Date:2/2/2016)... NEW YORK , Feb. 2, 2016 Technology ... service presents an analysis of the digital and computed ... Malaysia , and Indonesia ... current trends and market size, as well as regional ... by country and discusses market penetration and market attractiveness, ...
Breaking Biology News(10 mins):
(Date:2/4/2016)... CA (PRWEB) , ... February 04, 2016 , ... ... enterprise talent development and compliance training, today announced an interactive FDA compliance ... Playbook™. The RAPS (Regulatory Affairs Professional Society) accredited interactive course on Morf ...
(Date:2/4/2016)... (PRWEB) , ... February 04, ... ... conference presented by Bloomsburg University’s Digital Forensics Club, takes place February 5-6 ... two-day event features 20+ speakers and activities such as workshops and competitions ...
(Date:2/4/2016)... --> --> Q BioMed ... provide the following update on recent corporate developments. ... months we have significantly increased our cash position through several ... result, we have positioned ourselves to execute on the initial ... that development to continue on schedule. --> ...
(Date:2/4/2016)... ... February 04, 2016 , ... ... leading supplier of Semantic Graph Database technology has been recognized As “ Best ... by Corporate America Magazine. , “At Corporate America, it’s our priority to showcase ...
Breaking Biology Technology: