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A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels
Abstract
Two field experiments examined the effectiveness of signs requesting hotel guests' participation in an environmental conservation program. Appeals employing descriptive norms (e.g., “the majority of guests reuse their towels”) proved superior to a traditional appeal widely used by hotels that focused solely on environmental protection. Moreover, normative appeals were most effective when describing group behavior that occurred in the setting that most closely matched individuals' immediate situational circumstances (e.g., “the majority of guests in this room reuse their towels”), which we refer to as provincial norms. Theoretical and practical implications for managing proenvironmental efforts are discussed.
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“Goldstein et al. (2008) have also tested whether norms that came from different identities had differing effects on towel reuse. They found that it was the norms that relate to the most relevant and proximal identity—past guests of the participants’ current hotel room – that had the most influence on towel reuse.”
From A Social Identity Analysis of Climate Change and Environmental Attitudes and Behaviors: Insights and Opportunities (2016) · cites this paper as Goldstein et al. (2008)
In the citing paper
“The independent and interactive effects of these norms has been demonstrated in the environmental domain including in relation to littering (Cialdini et al., 1990), towel reuse in hotels (Goldstein et al., 2008), energy conservation behavior (Nolan et al., 2008; Dwyer et al., 2015), recycling behavior (Fornara et al., 2011; Long et al., 2014; Schwab et al., 2014), eco-friendly consumer behavior (K”
From A Social Identity Analysis of Climate Change and Environmental Attitudes and Behaviors: Insights and Opportunities (2016) · cites this paper as Goldstein et al., 2008
In the citing paper
“Notice that many of the experiments just mentioned were field studies, that is, they were conducted in naturalistic contexts ensuring high ecological validity (see Schultz et al. [2007]; Goldstein et al. [2008]; Gerber and Rogers [2009]; Hallsworth et al. [2017]; Sparkman and Walton [2017]).”
From Science Communication and the Problematic Impact of Descriptive Norms (2023) · cites this paper as Goldstein et al. [2008]
In the citing paper
“In another study, hotel guests informed that most people reuse their hotel towels were subsequently significantly more likely to do so than guests given environmental reasons for that action (Goldstein et al. [2008]).”
From Science Communication and the Problematic Impact of Descriptive Norms (2023) · cites this paper as Goldstein et al. [2008]
In the citing paper
“many of the experiments on descriptive norms discussed earlier can in fact be viewed as involving actual instances of PST on their own: they involve public (descriptive-norms conveying) claims by scientific or otherwise authoritative sources about negative features”
From Science Communication and the Problematic Impact of Descriptive Norms (2023) · cites this paper as Goldstein et al. [2008]
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“Unlike messages such as “reuse towels” (Goldstein et al., 2008) and “order meatless lunch” (Sparkman & Walton, 2017) used for discrete behaviors, a simple frame “conduct nature education activities” used in our study may norm messages such as “taking students to natural areas” and “using…”
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Human Activities and Climate Change
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The role of social norms in retirement saving: Evidence from two natural field experiments
Døskeland, T., Martuza, J. B., Pedersen, L. T., Santos, F., Sjåstad, H., & Thorbjørnsen, H. (2025) · Journal of business research · doi:10.1016/j.jbusres.2025.115201 · Cited by 4
Price green inference: The role of green = higher production cost lay belief
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Depolarizing power of anticonformity
Lipiecki, A., & Sznajd-Weron, K. (2025) · Expert Systems with Applications · doi:10.1016/j.eswa.2025.127879 · Cited by 6
Otterbring, T., Malodia, S., Taheri, B., & Dhir, A. (2025) · Journal of Travel Research · doi:10.1177/00472875251346930 · Cited by 6
“The scenario closely mimicked other social proof manipulations used in existing research (Goldstein et al., 2008; Loschelder et al., 2019; Otterbring & Folwarczny, 2024).”
Cardoso, A., da Silva, A., Pereira, M. S., Figueiredo, J., & Oliveira, I. (2025) · Sustainability · doi:10.3390/su17177569 · Cited by 6
Influence Without Intrusion: Decoding the Role of Digital Nudging in Shaping Online Decisions
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Nudging when the descriptive norm is low: Evidence from a carbon offsetting field experiment
Carattini, S., & Blasch, J. (2024) · Journal of Behavioral and Experimental Economics · doi:10.1016/j.socec.2024.102194 · Cited by 5
Gonzalez, M. N., Berl, R. E. W., Teel, T. L., & Niemiec, R. M. (2024) · Society & Natural Resources · doi:10.1080/08941920.2024.2335400 · Cited by 5
“We separated the social norms items by reference group due to suggestions that the impacts of norms may vary based on perceived similarity of reference groups (Goldstein, Cialdini, and Griskevicius 2008).”
Persuading others in different communication media: appeals to logic, authority and emotion
Xiao, L., & Burke, S. E. (2024) · Online Information Review · doi:10.1108/oir-07-2023-0356 · Cited by 7
Don’t be a hamster! Social appeals to curb panic buying at the point-of-sale
Arnet, S., Nißen, M., & von Wangenheim, F. (2024) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2024.103884 · Cited by 5
“Similarly, descriptive appeals are particularly effective in situations that are novel and unclear (Goldstein et al., 2008; White and Simpson, 2013).”
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The Politics of Food Labeling and Certification
Clough, E. (2014) · Oxford University Press eBooks · doi:10.1093/oxfordhb/9780195397772.013.020 · Cited by 5
The Impacts of Just-in-Time Social Networks on People's Choices in the Real World
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“similar can affect the outcome of people’s decisions[8].”
BackgroundA field experiment: Testing the potential of norms for achieving behavior change in English parishes
de Vyver, J. V., & John, P. C. (2017) · Journal of Applied Social Psychology · doi:10.1111/jasp.12443 · Cited by 5
Social Norms from a Goal-System Point of View: Contributions of Activity Analysis
Corrégé, J.-B., Clavel, C., Christophe, J., & Ammi, M. (2018) · Basic and Applied Social Psychology · doi:10.1080/01973533.2018.1437038 · Cited by 5
“Goldstein, Cialdini, and Griskevicius (2008) examined towel reutilization in hotels.”
BackgroundThe effect of conformity tendency on prosocial behaviors
Wei, Z., Deng, X., & Zhao, Z. (2021) · Advances in Psychological Science · doi:10.3724/sp.j.1042.2021.00531 · Cited by 5
“…以及工具的使用偏好会受到其所在族群的影响 (Dindo et al., 2009; van de Waal et al., 2013; Whiten et al., 2005)。除了灵长类动物, 其它哺乳动物也存在 从众行为。比如, 沟鼠的觅食偏好会受到其他沟 收稿日期: 2020-03-31 * 西南财经大学中央高校基本科研业务费专项资金资 助(JBK2001045)。 通信作者: 魏真瑜, E-mail: weizhenyu@swufe.edu.cn 鼠的影响而发生改变(Galef & Whiskin, 2008; Laland & Plotkin, 1993)。另有研究发现,…”
Considering the role of second-order respect in individuals' deference to dominant actors
Reit, E. S., & Gruenfeld, D. H. (2022) · Journal of Experimental Social Psychology · doi:10.1016/j.jesp.2022.104326 · Cited by 5
Do Women's Attitudes Matter in Acceptance of Islamic Microfinance? Evidence from Malaysia
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Hełka, A., & Wójcik, M. (2019) · Polish Psychological Bulletin · doi:10.24425/ppb.2019.126019 · Cited by 5
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Lipsitz, K., Pop-Elecheș, G., & Robertson, G. B. (2023) · Perspectives on Politics · doi:10.1017/s1537592723002864 · Cited by 4
“For example, Goldstein, Cialdini, and Griskevicius (2008) showed “ provincial norms, ” that is, “ the norms of one ’ s local setting and circumstances, ” are more e ff ective for promoting environmental behavior than non-spatially speci fi c descriptive norms (476).”
BackgroundCommunicating norms to increase food delivery customers’ sustainable waste management behaviors
Janmaimool, P., Chudech, S., Khajohnmanee, S., & Chontanawat, J. (2023) · Future Foods · doi:10.1016/j.fufo.2023.100288 · Cited by 9
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“…decision making, this approach contends that policy compliance can be derived from an individual’s perception of civic duty, pursuit of public values, or avoidance of being seen as socially deviant (Goldstein et al. 2008; Orviska and Hudson 2003; G. A. Porumbescu et al. 2017; Stanger 2012).”
Viale, R. (2025) · Frontiers in Built Environment · doi:10.3389/fbuil.2024.1501853 · Cited by 5
The nudging effect of emojis in environmental tip options
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Le tourisme durable : les sept clés du succès
François-Lecompte, A., Prim‐Allaz, I., & Durif, F. (2013) · Gestion · doi:10.3917/riges.383.0084 · Cited by 5
Connecting linguistic variation and non-linguistic behaviour
MacFarlane, A. E., & Hay, J. B. (2015) · Linguistics Vanguard · doi:10.1515/lingvan-2015-1002 · Cited by 5
“Goldstein et al. (2008) were able to increase rates of hotel towel re-use by displaying notices that said ‘the majority of guests reuse their towels’, and even stronger, ‘the majority of guests in this room reuse their towels’.”
BackgroundPromoting sustainable print behavior
Willamowski, J. K., Hoppenot, Y., & Grasso, A. M. (2013) · CHI Conference Extended Abstracts on Human Factors in Computing Systems (CHI EA) · doi:10.1145/2468356.2468613 · Cited by 5
The Effects of Norm Beliefs and Age on Responses to Comedic Violence Advertising
Yoon, H. J., & Kim, Y. (2016) · Journal of Current Issues & Research in Advertising · doi:10.1080/10641734.2016.1171180 · Cited by 5
“Norm belief effects have been tested in consumer behavior realms of socially responsible behavior (e.g., Goldstein et al. 2008), green marketing (e.g., Kalafatis, Pollard, East, and Tsogas 1999), health behavior (e.g., Yanovitzky and Stryker 2001), and violent media consumption (e.g., Funk,…”
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“The current frame of renewable energy technologies as environmentally responsible choices may limit support for their adoption [4,5], particularly in the context of the United States, where environmental issues are highly contentious.”
BackgroundThe role of social norms in incentivising energy reduction inorganisations
Bradley, P., Fudge, S., & Leach, M. A. (2018) · Edward Elgar Publishing eBooks · doi:10.4337/9781786432834.00025 · Cited by 5
“A number of the studies that do investigate energy feedback in organisations point to the potential for normative influence from one’s peers, such as Carrico and Riemer (2011), Goldstein et al (2008) and Siero et al (1996).”
BackgroundDziałania proekologiczne w ocenie gości hoteli
Kapera, I., & Wszendybył-Skulska, E. (2017) · Turyzm/Tourism · doi:10.18778/0867-5856.27.2.05 · Cited by 5
Pro-ecological hotel policies as assessed by guests
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Heads, you die: bad decisions, choice architecture, and how to mitigate predictable irrationality
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“To exclude potential confounding factors that may influence individuals’ charitable decisions and prosocial behaviors, prior nonprofit support experience, a = 0.87 (Guo & Saxton, 2014) and personal relevance (Nan & Heo, 2007), a = 0.88, were measured as potential covariates.”
BackgroundInfluentialАнатольевна, К. Т., & Латынов, В. В. (2020) · Институт психологии Российской академии наук Социальная и экономическая психология · doi:10.38098/ipran.sep.2020.18.2.003 · Cited by 5
Community Engagement Strategies to Achieve 100 Percent Net-Renewable Electricity Resolutions
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Creating Effective eLearning to Help Drive Change
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Social Pressure in Networks Induces Public Good Provision
Jimenez‐Gomez, D. (2021) · Games · doi:10.3390/g12010004 · Cited by 5
Moderasi Norma Sosial dan Keterlibatan Personal terhadap Perilaku Peduli Lingkungan
Pambudi, Y., & Wisuantari, N. P. P. (2021) · Jurnal Psikologi Teori dan Terapan · doi:10.26740/jptt.v11n2.p83-99 · Cited by 5
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“, 2002), environmental conservation (Goldstein et al., 2008), and charity donations (Agerström et al.”
BackgroundMethodThe Relationship Between Islamic Microfinance and Women Entrepreneurship: A Case Study in Malaysia
Islam, M. A., Thambiah, S., & Ahmed, E. M. (2021) · Journal of Asian Finance Economics and Business · doi:10.13106/jafeb.2021.vol8.no5.0817 · Cited by 9
“…in a variety of situations, including motivating voter participation (Gerber & Rogers, 2009), encouraging the reuse of financial products (Goldstein et al., 2008), reducing energy use (Allcott, 2011; Nolan et al., 2008; Schultz et al., 2007), reducing water usage (Ferraro & Price 2013),…”
BackgroundWorth It or Not: Effects of Price Premium on Purchase Intent of Products with Environmental Benefits
Fan, Y., Chen, R., & Fan, Z. (2019) · Journal of Marketing Development and Competitiveness · doi:10.33423/jmdc.v13i3.2238 · Cited by 5
Wan, Q., & Deng, H. (2022) · Frontiers in Psychology · doi:10.3389/fpsyg.2022.865258 · Cited by 5
Tahir, F., Haq, J. U., Saleem, A., Akhtar, N., & Bonn, M. A. (2022) · Journal of Quality Assurance in Hospitality & Tourism · doi:10.1080/1528008x.2022.2070819 · Cited by 5
“Another construct for the measurement of diner behavior was participation in sustainable practices, using four items adapted from previous studies (Bruns-Smith & Choy, 2015; Goldstein et al., 2008; Tatàno et al., 2017).”
MethodSia, S. K., & Wilson, A. M. (2022) · Springer eBooks · doi:10.1007/978-981-19-2693-8_5 · Cited by 5
Promoting global well-being through fairtrade food: the role of international exposure
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“…extends the frontiers of knowledge on self-identity and group membership research, such as self-identity emanating from group memberships generally (Goldstein et al. , 2008; Welsch and Kühling, 2009) and self-identity resulting from belonging to a specific ethical and/ or pro-environmental group…”
A circular economy approach to plastics in hospitality: a Frisian case study
Westgeest, L. (2022) · Research in Hospitality Management · doi:10.1080/22243534.2023.2202493 · Cited by 5
“stating that the majority of the guests in that room reuse their towels (Goldstein et al., 2008; Ranson & Guttentag, 2019); • Reducing food waste among employees in professional kitchens by using pre-commitment letters and signs stressing the importance of food waste reduction (de Visser-Amundson & Kleijnen, 2019); an…”
BackgroundCooperate with Equals: A Simple Heuristic for Social Exchange
Johnson, T., & Smirnov, O. A. (2012) · Oxford University Press eBooks · doi:10.1093/acprof:oso/9780195388435.003.0005 · Cited by 6
Green Practices of Accommodation and Lodging Establishments in Siquijor Province, Philippines
Sumaylo, S. J. (2016) · Journal of Educational and Human Resource Development (JEHRD) · doi:10.61569/xkbqxa95 · Cited by 5
Climate change mitigation readiness in the transport sector: a psychological science perspective
Namagembe, S. (2021) · Management of Environmental Quality An International Journal · doi:10.1108/meq-09-2020-0205 · Cited by 5
Real-World Assessment as an Integral Component of an Undergraduate Science Communication Program
McKinnon, M., Orthia, L. A., Grant, W. J., et al. (2014) · ANU Open Research (Australian National University) · Cited by 5
Balancing Autonomy and Decisional Enhancement: An Evidence-Based Approach
Castelo, N., Reiner, P. B., & Felsen, G. (2012) · The American Journal of Bioethics · doi:10.1080/15265161.2011.634951 · Cited by 5
“There is already some evidence suggesting that the most effective nudges are lower order (Duffy and Verges 2008; Goldstein et al. 2008; Nolan et al. 2008), which appear (from the armchair) to represent the greatest threat to autonomy.”
BackgroundGuests repeat patronage of pro-environmental hotels
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Metadata
- Authors
- Goldstein, N. J., Cialdini, R. B., & Griskevicius, V.
- Affiliations
- University of Chicago (US)
- Arizona State University (US)
- University of Minnesota (US)
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2008-03-03
- Volume
- 35
- Issue
- 3
- Pages
- 472-482
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2130950828
- Cited by
- 3,409
- References
- 46
- Citations by year
- 2026: 216 · 2025: 270 · 2024: 241 · 2023: 242 · 2022: 208 · 2021: 244 · 2020: 268 · 2019: 228 · 2018: 232 · 2017: 238 · 2016: 188 · 2015: 188 · 2014: 169 · 2013: 131 · 2012: 152
- FWCI
- 198.60
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Consumer Research (publishedVersion)
- Topics
- Physical Sciences › Environmental Science › Management, Monitoring, Policy and Law › Pro-Environmental Behavior and Attitudes
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Social Sciences › Psychology › Social Psychology › Psychology of Social Influence
- Keywords
- social norms, descriptive norms, normative appeals, environmental protection, hotels, pro-environmental behavior, situational cues, field experiments
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