Social norms-based interventions offer a promising avenue to encourage proenvironmental behavior change. From a social identity perspective, it is argued that social norms communications will be maximally effective when they are tied to salient group memberships and supportive ingroup norms are communicated. Across four studies conducted in a water scarce region in England we demonstrate that a water conservation ingroup norms appeal encourages a shift in behavioral intentions and behavior. We provide initial evidence of the efficacy of the appeal against an information-only message (Study 1) and the mediating role of perceived ingroup norms (Study 2). Across two randomized control field trials, we find the appeal is more effective than a general social norms appeal (Study 3) and that sign-ups to a water-savings program significantly increase when the appeal is integrated into existing promotional materials (Study 4). We conclude by discussing how these insights can offer new perspectives on proenvironmental behavior change.
Water scarcity is one of the most pressing issues of our time and it is projected to increase as global demand surges and climate change limits fresh water availability. If we are to reduce water demand, it is essential that we draw on every tool in the box, including one that is underestimated and underutilized: social influence. Research from the psychological sciences demonstrates that behavior is strongly influenced by the behavior of others, and that social influence can be harnessed to develop cost-effective strategies to encourage climate resilient behavior. Far less attention has been paid to investigate water-related interventions in comparison to interventions surrounding energy. In this paper, we consider the application of three social influence strategies to encourage water conservation: social norms; social identity; and socially comparative feedback. We not only review their empirical evidence base, but also offer an example of their application in the residential sector with the aim of highlighting how theoretical insights can be translated into practice. We argue that collaborations between researchers and industry are essential if we are to maximize the potential of behavior change interventions to encourage climate resilient water behavior. This article is categorized under: Perceptions, Behavior, and Communication of Climate Change > Behavior Change and Responses K E Y W O R D S behaviour change, climate resilient behaviour, social influence, water demand management, water conservation
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