J Soc Psychol. 2014 Mar-Apr;154(2):97-100. doi: 10.1080/00224545.2013.855623.
Previous research has shown that normative appeals to engage in environmentally friendly behavior were most effective when they were accompanied by a provincial norm (e.g., when norms matched individuals' immediate situational circumstances). Analyzing hotel guests' towel-use during their stay, the current study tests whether messages employing provincial norms were more effective in reducing towel-use than standard environmental messages. In line with previous findings, guests of two hotels used significantly fewer towels when provincial normative appeals--rather than standard environmental messages--were communicated. These findings corroborate to the body of research demonstrating the power of social norms on environmental behavior.
先前的研究表明，当规范性呼吁与省级规范（例如，当规范与个人的即时情境相匹配时）相结合时，对从事环保行为的规范性呼吁最为有效。本研究通过分析酒店客人在住宿期间的毛巾使用情况，检验了采用省级规范的信息是否比标准环境信息更能有效减少毛巾使用。与先前的研究结果一致，当传达省级规范性呼吁（而非标准环境信息）时，两家酒店的客人使用的毛巾数量明显减少。这些发现证实了社会规范对环境行为具有影响力的研究成果。
