Seeing Green and Becoming Green: Applying Normative Social Influence to Promote Pro-Environmental Behaviour Across Two New Zealand Contexts

Intervention programmes aimed at promoting pro-environmental behaviours typically rely solely on information-only appeals. However, research has shown that information-based interventions do not often lead to behaviour change, instead presenting the use of social norms as a better catalyst for change (see, e.g., Cialdini, 2003; Schultz, 1998; Schultz & Kaiser, forthcoming). The current research adds to a growing body of literature that employs normative influence (information regarding the behaviour commonly conducted by others) to promote pro-environmental behaviour. Two experimental studies compared the effectiveness of normative information with information-only environmental messages. Study 1 used a survey questionnaire to measure participants’ self-reports of household energy efficiency and Study 2 used a field experiment to directly measure hotel guests’ towel reuse. Results indicated that individuals provided with social norm information engaged in more pro-environmental behaviour than those who were presented solely with environmental information. The findings also suggest that there is a need to distinguish between types of pro-environmental behaviour and the role of social reference groups when designing normative messages. The implications of these findings are discussed along with directions for future research.