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Three field experiments are reported on the ability of printed normative messages to influence conservation behavior among hotel guests. While prior research has shown that social norms can both guide and spur behavior, there are a number of questions about the generality of the effects, the impact of aligning descriptive and injunctive norms, and the relative impact of normative information about a specific versus general referent group. In the first experiment we demonstrate the basic influence of printed normative messages designed to promote towel reuse among a sample of hotel guests, and also that aligning the injunctive and descriptive elements of a normative message increases its impact on behavior. Experiment 2 extends this finding to guests staying in timeshare condominium units. In Experiment 3 we again replicate the effect, and also show that normative information about both generic and specific reference groups can affect behavior. Results are interpreted within the focus theory of normative conduct, and directions for future research are discussed.

Environmental problems have their origins in human behavior, and as a result, any solution to environmental issues will require changes in behavior. While many disciplines in the social and behavioral sciences offer important perspectives on the behaviors linked with environmental problems, the study of the individual brings a focus on cognitive, social, and motivational processes that provides insights into effective ways to promote change. Psychological research on proenvironmental behavior dates back nearly 40 years, and within this rich body of empirical research are a number of well-established findings. Strategies such as prompts, commitments, feedback, social norms, incentives, and convenience have all been shown to effectively promote proenvironmental behavior – at least in some contexts, for some behaviors, and for some individuals. This article begins with a brief overview of these research findings, and then proceeds to examine the less-explored question about when various strategies work. The article concludes with recommendations for selecting an appropriate strategy for promoting behavior change, along with fruitful areas for future research.