GLRPPR: Sector Resources: Documents: Social Norms: An Underestimated and Underemployed Lever for Managing Climate Change
 
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GLRPPR Sector Resource: Social Norms: An Underestimated and Underemployed Lever for Managing Climate Change

Title:
Social Norms: An Underestimated and Underemployed Lever for Managing Climate Change

Abstract:
It is widely recognized that communications that make social norms salient can be effective in influencing behavior. What is surprising, given the strength of the evidence, is how little people are aware of the extent to which social norms affect their own behavior. Consequently, this low-cost persuasion strategy is considerably underutilized to promote behaviors to help reduce climate change. In this paper we review recent field experiments that harness the power of social norms to influence pro-environmental behavior. We also elucidate the circumstances under which providing normative information is optimal, as well as circumstances under which such information can backfire to produce the opposite of what a communicator intends.

URL:
http://www.ecy.wa.gov/programs/wq/Stormwater/municipal/MUNIdocs/SocialNormsResearch.pdf

Source:
International Journal for Sustainability Communication, 3, 5-13.

Resource Type:
Article/report

Date of Publication:
2008

Associated Sectors:

GLRPPR is a member of the Pollution Prevention Resource Exchange, a national network of regional information centers: NEWMOA (Northeast), WRRC (Southeast), GLRPPR (Great Lakes), ZeroWasteNet (Southwest), P2RIC (Plains), Peaks to Prairies (Mountain), WSPPN (Pacific Southwest), PPRC (Northwest).

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