Climate Change and Native Plant Attitudes: A Social Norms Intervention

Presenter

Maxwell Tyler Passarelli

Campus

Worcester State University

Sponsor

Anne Armstrong, Department of Earth, Environment and Physics, Worcester State University

Schedule

Session 1, 10:30 AM - 11:15 AM [Schedule by Time][Poster Grid for Time/Location]

Location

Poster Board A29, Campus Center Auditorium, Row 2 (A21-A40) [Poster Location Map]

Abstract

As environmental threats continue to become more pressing, more interventions are needed to promote environmental conservation behaviors. One promising and subtle intervention is to deliver messages to individuals that highlight social norms that promote such behaviors.  In this study, we investigated the effects of different social norms on individuals’ intentions to engage in positive environmental actions. To do this, we investigated the effectiveness of two different social norms: injunctive and dynamic norms. Injunctive social norms reflect the behaviors someone is expected to follow. For example, “Please recycle.” A dynamic norm reflects behavioral changes (e.g.,  “The number of people who recycle has increased from 12% to 23%”). We sent out a survey via email and used the snowball sampling method. Participants responded to initial questions assessing their willingness to perform positive curtains environmental actions before being randomly assigned to read either a statement containing either injunctive or dynamic norm. Participants then answered questions about current climate change behaviors and native plants and pollinators' attitudes, followed by demographic questions. We found only a small difference between norm conditions. The research suggests in most situations the dynamic norm is slightly more effective. These findings are useful for pushing people to act to help the environment.

Keywords

Environmental Communication, Social Norms, Native Plants, Climate Change

Research Area

Environmental Science and Sustainability

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