How social norms conserved energy by increasing hotel towel reuse rates by 36%
Intervention · Business
Abstract
This intervention examines how a behavioral science approach can influence energy conservation behaviors.1 Specifically, the experimenters tested whether messages describing social norms could encourage towel reuse in hotels and condominiums. The study found that combining injunctive and descriptive norms can increase energy-conserving behaviors. This finding was replicated in two more field experiments.
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Sources
- Schultz, W. P., Khazian, A. M., & Zaleski, A. C. (2008). Using normative social influence to promote conservation among hotel guests. Social Influence, 3(1), 4–23. https://doi.org/10.1080/15534510701755614.
- Environmental Protection Agency. (n.d.). Learn about Energy and its Impact on the Environment. EPA. https://www.epa.gov/energy/learn-about-energy-and-its-impact-environment.
- Estrada, M., Schultz, P. W., Silva-Send, N., & Boudrias, M. A. (2017). The role of social influences on Pro-Environment behaviors in the San Diego region. Journal of Urban Health, 94(2), 170–179. https://doi.org/10.1007/s11524-017-0139-0
- Tummers, L. (2019). Public Policy and Behavior Change. Public Administration Review, 79(6), 925–930. https://doi.org/10.1111/puar.13109
- Eyink, J., Motz, B., Heltzel, G., & Liddell, T. (2018). Self-Regulated Studying Behavior, and the Social Norms that Influence It [Preprint]. PsyArXiv. https://doi.org/10.31234/osf.io/bf6kg.
