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  • 2014

  • Reese, Gerhard; Loew, Kristina; Steffgen, Georges (2014): A towel less. Social norms enhance pro-environmental behavior in hotels. In: The Journal of Social Psychology 154 (2), S. 97-100. DOI: 10.1080/00224545.2013.855623

    DOI: http://www.ncbi.nlm.nih.gov/pubmed/24765814 

    Abstract: Previous research has shown that normative appeals to engage in environmentally friendly behavior were most effective when they were accompanied by a provincial norm (e.g., when norms matched individuals' immediate situational circumstances). Analyzing hotel guests' towel-use during their stay, the current study tests whether messages employing provincial norms were more effective in reducing towel-use than standard environmental messages. In line with previous findings, guests of two hotels used significantly fewer towels when provincial normative appeals--rather than standard environmental messages--were communicated. These findings corroborate to the body of research demonstrating the power of social norms on environmental behavior.

    Keywords: Analysis of Variance, Bedding and Linens, Conservation of Natural Resources/methods, Environment, Humans, Normen, Social Responsibility, Social Values, Sozialpsychologie, Umwelt, Verhaltensforschung
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