How anonymity and norms influence costly support for environmental causes. (August 2018)

• Record Type: Journal Article
• Authors: Vesely, Stepan; Klöckner, Christian A.
• Is Part Of: Journal of environmental psychology. Volume 58(2018)
• Page Start: 27
• Page End: 30
• Publication Date: 2018-08
• Subjects: Social norms -- Observability -- Pro-environmental behavior -- Giving; Environmental psychology -- Periodicals; Environment -- Periodicals; Psychology -- Periodicals; 155.905
• DOI: 10.1016/j.jenvp.2018.07.013
• Languages: English
• ISSNs: 0272-4944

Abstract

Abstract: Social norms are a key driver of pro-environmental action, but their influence may vary by context. An important contextual factor is behavior observability. We employ a laboratory quasi-experiment studying donations to environmental organizations under different levels of donor anonymity and under different levels of injunctive social norms. Decision observability amplifies the effect of norms: donations are 84% higher when observability is added to pro-environmental norms, compared to a setting with pro-environmental norms but anonymous decisions. Highlights: Decision observability promotes generosity towards environmental organizations. The main effect of injunctive social norms on donations is small. Decision observability augments the effect of injunctive social norms on donations. Norm-based interventions can benefit from taking contextual moderators into account.