The Influence of Descriptive Social Norm Information on Sustainable Transportation Behavior
The Influence of Descriptive Social Norm Information on Sustainable Transportation Behavior
复制标题
描述性社会规范信息对可持续交通行为的影响
DOI：
--
复制
发表时间：
2015
期刊：
影响因子：
--
通讯作者：
Erinn Brown
中科院分区：
文献类型：
--
作者：
Christine Kormos;R. Gifford;Erinn Brown
一项为期一个月的现场实验评估了描述性社会规范信息对自我报告的私家车使用减少的影响。在基线一周后，参与者被要求减少25%的车辆使用量，并被随机分配到控制条件或低或高社会规范条件下，在这些条件下，他们收到的信息要么低估了要么高报了其他人成功地转向可持续交通的努力。结果显示了一个显著的线性趋势，即强调更普遍的描述性社会规范的信息增加了通勤目的的可持续交通行为(相对于私家车使用)，而不是非通勤目的。与基线相比，高社会规范条件下的参与者减少了大约五倍的通勤相关私家车使用。汽车使用信息活动可以通过强调关于其他人可持续交通努力的描述性规范来减少私家车的使用，但这些信息似乎对通勤行为最有效。
A month-long field experiment evaluated the impact of descriptive social norm information on self-reported reduction of private vehicle use. Following a baseline week, participants were asked to reduce their vehicle use by 25% and were randomly assigned to a control condition or to a low or high social norm condition in which they received information that either under- or over-reported others’ successful efforts to switch to sustainable transportation. Results indicated a significant linear trend, such that messages highlighting more prevalent descriptive social norms increased sustainable transportation behavior (relative to private vehicle use) for commuting, but not non-commuting, purposes. Participants in the high social norm condition decreased their commuting-related private vehicle use by approximately five times, compared with baseline. Car-use message campaigns can reduce private vehicle use by highlighting descriptive norms about others’ sustainable transportation efforts, but these messages appear to be most effective for commuting behavior.