TY - JOUR
T1 - A room with a viewpoint
T2 - Using social norms to motivate environmental conservation in hotels
AU - Goldstein, Noah J.
AU - Cialdini, Robert B.
AU - Griskevicius, Vladas
PY - 2008/10
Y1 - 2008/10
N2 - Two field experiments examined the effectiveness of signs requesting hotel guests' participation in an environmental conservation program. Appeals employing descriptive norms (e.g., "the majority of guests reuse their towels") proved superior to a traditional appeal widely used by hotels that focused solely on environmental protection. Moreover, normative appeals were most effective when describing group behavior that occurred in the setting that most closely matched individuals' immediate situational circumstances (e.g., "the majority of guests in this room reuse their towels"), which we refer to as provincial norms. Theoretical and practical implications for managing proenvironmental efforts are discussed.
AB - Two field experiments examined the effectiveness of signs requesting hotel guests' participation in an environmental conservation program. Appeals employing descriptive norms (e.g., "the majority of guests reuse their towels") proved superior to a traditional appeal widely used by hotels that focused solely on environmental protection. Moreover, normative appeals were most effective when describing group behavior that occurred in the setting that most closely matched individuals' immediate situational circumstances (e.g., "the majority of guests in this room reuse their towels"), which we refer to as provincial norms. Theoretical and practical implications for managing proenvironmental efforts are discussed.
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U2 - 10.1086/586910
DO - 10.1086/586910
M3 - Review article
AN - SCOPUS:53549103013
SN - 0093-5301
VL - 35
SP - 472
EP - 482
JO - Journal of Consumer Research
JF - Journal of Consumer Research
IS - 3
ER -