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Isolating the effect of injunctive norms on conservation behavior: New evidence from a field experiment in California

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  • Bhanot, Syon P.
Abstract
Social norms messaging campaigns are increasingly used to influence human behavior, with social science research generally finding that they have modest but meaningful effects. One aspect of these campaigns in practice has been the inclusion of injunctive norms messaging, designed to convey a social judgment about one’s behavior (often in the form of encouraging or discouraging language, or a visual smiley or frowny face). While some prominent research has provided support for the use of such messaging as a tool for positive behavior change, causal evidence on the effect of injunctive norms messaging as a motivator (as opposed to just one part of a multifaceted messaging campaign) is limited. This paper presents a field experiment on water conservation behavior conducted by an organization in California, involving over 40,000 households, which provides some of the most precise evidence to date regarding the effect of injunctive norms on decision making. I find that not only do injunctive norms encourage conservation behavior, there is also no evidence that they discourage individuals from further attending to norms messaging–regardless of whether the social judgment conveyed is negative or positive. Taken together, this suggests that injunctive norms are a useful tool in “nudge”-style campaigns tackling behavior change.

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  • Bhanot, Syon P., 2021. "Isolating the effect of injunctive norms on conservation behavior: New evidence from a field experiment in California," Organizational Behavior and Human Decision Processes, Elsevier, vol. 163(C), pages 30-42.
    • Handle: RePEc:eee:jobhdp:v:163:y:2021:i:c:p:30-42
    DOI: 10.1016/j.obhdp.2018.11.002
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    3. Dur, Robert & Fleming, Dimitry & van Garderen, Marten & van Lent, Max, 2021. "A social norm nudge to save more: A field experiment at a retail bank," Journal of Public Economics, Elsevier, vol. 200(C).
    4. Oliver R. Browne & Ludovica Gazze & Michael Greenstone, 2021. "Do Conservation Policies Work? Evidence from Residential Water Use," Environmental and Energy Policy and the Economy, University of Chicago Press, vol. 2(1), pages 190-225.
    5. Eugen Dimant & Tobias Gesche, 2021. "Nudging Enforcers: How Norm Perceptions and Motives for Lying Shape Sanctions," CESifo Working Paper Series 9385, CESifo.
    6. Ukasha Ramli, 2021. "Social Norms Based Eco-Feedback for Household Water Consumption," Sustainability, MDPI, vol. 13(5), pages 1-13, March.
    7. Barron, Kai & Nurminen, Tuomas, 2020. "Nudging cooperation in public goods provision," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 88, pages 1-1.
    8. Cristina Bicchieri & Eugen Dimant, 2022. "Nudging with care: the risks and benefits of social information," Public Choice, Springer, vol. 191(3), pages 443-464, June.
    9. Astrid Dannenberg & Gunnar Gutsche & Marlene Batzke & Sven Christens & Daniel Engler & Fabian Mankat & Sophia Moeller & Eva Weingaertner & Andreas Ernst & Marcel Lumkowsky & Georg von Wangenheim & Ger, 2022. "The effects of norms on environmental behavior," MAGKS Papers on Economics 202219, Philipps-Universität Marburg, Faculty of Business Administration and Economics, Department of Economics (Volkswirtschaftliche Abteilung).
    10. Jessoe, Katrina & Lade, Gabriel E. & Loge, Frank & Spang, Edward, 2021. "Residential water conservation during drought: Experimental evidence from three behavioral interventions," Journal of Environmental Economics and Management, Elsevier, vol. 110(C).
    11. Zanoni, Wladimir & Díaz, Lina, 2024. "Discrimination against migrants and its determinants: Evidence from a Multi-Purpose Field Experiment in the Housing Rental Market," Journal of Development Economics, Elsevier, vol. 167(C).
    12. Holzmeister, Felix & Huber, Jürgen & Kirchler, Michael & Schwaiger, Rene, 2022. "Nudging debtors to pay their debt: Two randomized controlled trials," Journal of Economic Behavior & Organization, Elsevier, vol. 198(C), pages 535-551.

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