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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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“A random-effects meta-analysis showed that social influence interventions (e.g., “Almost 75% of guests who are asked to participate in our new resource savings program do help by using their towels more than once”; Goldstein et al., 2008) were consistently more effective than a control, and they were significantly mor…”
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“Through two field experiments using the American hotel setting, Goldstein et al. (2008) find it more effective to encourage consumers to reuse the towels by resorting to group norms and behavior.”
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“In a landmark study, Goldstein, Cialdini, and Griskevicius (2008) found that hotel guests were more likely to reuse their towels if presented with a message about local social norms (e.g., ‘‘the majority of guests in this room reuse their towels’’) rather than a standard environmental message.”
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“Comparing Tables 2 and 3 with Table 1 we assess how this study extends research on how individuals tend to align their behavior with perceived societal ideals [17-18].”
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“Hotels using appeals, such as signs in guest rooms that said “the majority of guests in this room reuse their towels,” led to more guests reusing their linens and towels than guests in rooms that did not signal social norms (Goldstein et al., 2008).”
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“Taking a different approach, Goldstein and his colleagues [1] hypothesized that ‘‘provincial norms,’’ which they defined as ‘‘the norms of one’s local setting and circumstances’’ (p.”
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Can indifference make the world greener?
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Hardeman, G., Font, X., & Nawijn, J. (2016) · Tourism Management · doi:10.1016/j.tourman.2016.09.011 · Cited by 127
Lunde, M. B. (2018) · AMS Review · doi:10.1007/s13162-018-0124-0 · Cited by 149
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“While it is often assumed that the most effective reference groups are majorities [15,29,36], some studies found that minorities can influence people’s behaviour as well.”
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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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