Abstract:Interdisciplinary analytical perspectives can bring important insights to address complex sustainability problems. In this paper we present and apply a model that integrates perspectives from economics and communication sciences to address the question of what happens to pro-environmental behavior after the introduction and then the withdrawal of payment for environmental services (PES). In particular, we discuss the effects of financial incentives on social norms and the effects of norms on subsequent behavior after incentives have ended. This is important because the dominant literature on PES lacks a sophisticated understanding of social norms and fails to address what will happen to behavior once payments end. That literature addresses the potential problem that payments can crowd out or possibly crowd in intrinsic sources of motivation for pro-social behavior, but it lacks the sophisticated understanding of social norms that has the potential to help explain and address this phenomenon. We summarize experimental evidence based on our model showing that introducing a financial incentive for behavior change can change social norms around that behavior. These norms, in turn, can continue to influence behavior even after incentives have ended. PES programs can address this situation by actively evoking existing social norms in favor of conservation.
This study examined risk perceptions, efficacy beliefs, social norms, and their interactions as predictors of people’s intention to practice four COVID-19 preventative behaviors among a U.S. sample with quotas on age, sex, ethnicity, and region ( N = 336). This online survey found that perceived injunctive norms predicted intentions to clean and disinfect (β = 0.20), practice social distancing (β = 0.14), and wear a face mask (β = 0.24). Additionally, efficacy beliefs were found to attenuate the association between descriptive norm perceptions and intention to wash hands ( B = −0.15) and wear a face mask( B = −0.12). The results revealed the importance of considering both psychological and social factors to promote COVID-19 preventative behaviors.
A growing literature examines conditions under which financial incentives for behavior change can undermine "crowd out" or reinforce ("crowd in") other sources of motivation for the behavior in question. Some of this literature points to a potential role of social norms, but it has not attempted to quantify that role. We present an interdisciplinary model from economics and communication science that measures the effects of financial incentives on social norms and The effects of social norms on motivation crowding 431 their joint effects on behavior, including after incentives have ended. In a framed field experiment with Tibetan herders in Qinghai, China, we find that a temporary payment for participation in a patrol against illegal wildlife trapping reinforces a perceived injunctive norm that this conservation behavior meets with social approval. This norm remains heightened even after the payment has ended, continuing to positively influence the decision to participate in anti-trapping patrols in the experiment. This finding suggests that, under certain circumstances, a carefully framed incentive for conservation behavior can support injunctive norms in favor of conservation behavior.
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