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Intervention programmes aimed at promoting pro-environmental behaviours typically rely solely on information-only appeals. However, research has shown that information-based interventions do not often lead to behaviour change, instead presenting the use of social norms as a better catalyst for change (see, e.g., Cialdini, 2003; Schultz, 1998; Schultz &amp; Kaiser, forthcoming). The current research adds to a growing body of literature that employs normative influence (information regarding the behaviour commonly conducted by others) to promote pro-environmental behaviour. Two experimental studies compared the effectiveness of normative information with information-only environmental messages. Study 1 used a survey questionnaire to measure participants’ self-reports of household energy efficiency and Study 2 used a field experiment to directly measure hotel guests’ towel reuse. Results indicated that individuals provided with social norm information engaged in more pro-environmental behaviour than those who were presented solely with environmental information. The findings also suggest that there is a need to distinguish between types of pro-environmental behaviour and the role of social reference groups when designing normative messages. The implications of these findings are discussed along with directions for future research.

Seeing Green and Becoming Green: Applying Normative Social Influence to Promote Pro-Environmental Behaviour Across Two New Zealand Contexts