Can Social Comparison Feedback Affect Indicators of Eco-Friendly Travel Choices? Insights from Two Online Experiments

Abstract

Abstract:Two online experiments explored the effects of social comparison feedback on indicators of eco-friendly travel choices. It was tested whether the chosen indicators are sensitive to the information conveyed, and if this varies as a function of in-group identification. Study 1 (N = 134) focused on unfavourable feedback (i.e., being told that one has a larger ecological footprint than the average member of a reference group). People who received unfavourable feedback reported stronger intentions to choose eco-friendly travel options than those who received nondiscrepant feedback, when in-group identification was high (not moderate or low). Perceived self-and collective efficacy were not associated with the feedback. Study 2 (N = 323) extended the focus on favourable feedback (i.e., being told that one has a smaller ecological footprint than the average member of a reference group). Neither unfavourable nor favourable feedback was associated with behavioural intentions, self-or collective efficacy. This means that Study 2 failed to replicate the finding of Study 1 that behavioural intentions were associated with unfavourable feedback, given that in-group identification is high. The findings are discussed in light of the existing literature. Suggestions are made for future studies investigating social comparison feedback as a means to motivate people to make eco-friendly travel choices.

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“…Insights from Two Online Experiments [10], studies the effect of social comparison feedback on the students' ecological footprint on eco-friendly travel intentions. After calculating the students' ecological footprints and the number of Earths needed if everybody would behave like the participant, they were given information about the number of Earths needed if other students had either higher or lower ecological footprints.…”

Always best or good enough? The effect of ‘mind-set’ on preference consistency over time in tourist decision making

“…Recently, the use of behavioural experiments in tourism research has emerged, providing useful techniques to understand how tourists respond to various behavioural cues or stimuli, especially in understanding drivers of pro-environmental or sustainable behaviours (e.g. Araña & León, 2016;Doran, Hanss, & Øgaard, 2017). Yet, compared with conventional crosssectional surveys, experimental studies that quantify the effects of independent stimuli on behavioural responses remain in their infancy (Dolnicar & Ring, 2014).…”