RESUMEN
Social norm interventions hold the potential to change people's behavior. Five field experiments (N = 1,163) examined the effects of a simple and easily realizable social norm nudge based on the social media format "Be like Bill." The nudge consisted of a stick figure named Toni that communicated descriptive and injunctive norms regarding pro-environmental or pro-social behaviors. Nudge conditions were compared to no-intervention control conditions. Experiment 1 (N = 179) focused on paper towel consumption in a women's restroom at a German university. The nudge condition used less paper towels than the control condition, d = 0.48. Experiment 2 (N = 183) replicated this result (d = 0.32) in a more diverse setting of a women's restroom at a German Christmas market. Experiment 3 (N = 250) examined differences in the effects of prescriptive (i.e., 'do-norm') versus proscriptive (i.e., 'do not-norm') social norms on paper towel consumption again in a university women's restroom. The effectiveness of both social norm nudge conditions was shown in comparison to the control condition (d = 0.46; d = 0.40), while the prescriptive and proscriptive social norm manipulations did not differ. Experiment 4 (N = 206) applied the nudging approach to the use of plastic lids in a coffee shop, where no effect was found. Finally, Experiment 5 (N = 345) focused on the pro-social behavior of mask wearing in a bakery toward the end of the Covid-19 pandemic restrictions in Germany. In the nudge condition, more visitors put on face masks compared to the control group, d = 0.39. Limitations and contextual factors regarding the applicability of our social norm nudge are discussed.
RESUMEN
Against the background of the pollution of the environment through plastic waste, we conducted a field experiment (N = 195) to test the effectiveness of a default nudge intervention that aimed at reducing the consumption of plastic drinking straws. We assumed that separating straws from cups by default leads to an overall decrease in straw consumption. We hypothesized that individuals would consume straws less frequently when they had to pick straws actively out of a separate straw box for their drink compared to when they could choose between cups already containing and not containing straws. Results of a logistic regression revealed a significant difference between both conditions concerning the use of drinking straws [B = 1.129 (SE = 0.30), p < 001 with an odds ratio of OR = 0.32]. Confirming our hypothesis, results underline that minor and subtle interventions addressing waste reduction might have marked effects. More research is needed to improve current and future interventions to significantly reduce the amount of plastic consumption and consequently reduce the waste in the environment.