University of Bern, Institute of Marketing and Management, Department of Consumer Behavior, Switzerland.
University of Bern, Institute of Marketing and Management, Department of Consumer Behavior, Switzerland.
Waste Manag. 2018 Sep;79:296-301. doi: 10.1016/j.wasman.2018.07.027. Epub 2018 Aug 6.
The severe ecological and economic consequences of disposable takeaway containers call for the implementation of effective interventions: namely, the use of reusable takeaway boxes. The present field study examined how social influence determined whether customers chose a reusable or a disposable takeaway box at a takeaway restaurant. We unobtrusively recorded the takeaway packaging choices (reusable vs. disposable) of customers over lunchtimes during a period of four weeks. We operationalized social influence in two ways. First, we manipulated social norms. For half of the field days, we added a normative message to the existing informational material on the counter of the takeaway outlet. Second, we observed social modeling by recording whether the takeaway packaging choice took place in the presence of other customers using a reusable takeaway box. The results were mixed: On one hand, we found no effect from the manipulated social norm, which we discuss in the light of past interventions using social norm messages. On the other hand, we found an effect of the observed social modeling: witnessing others using a reusable takeaway box increased the odds of choosing one oneself. This finding demonstrates the importance of getting customers to perform the desired behavior, to serve as social role models for others.
一次性外卖容器造成了严重的生态和经济后果，因此需要实施有效的干预措施：即使用可重复使用的外卖盒。本现场研究考察了社会影响如何决定顾客在一家外卖餐厅选择可重复使用的外卖盒还是一次性外卖盒。我们在四周的午餐时间内，在不引人注目的情况下记录了顾客的外卖包装选择（可重复使用与一次性）。我们通过两种方式来操作社会影响。首先，我们操纵社会规范。在一半的现场日，我们在外卖店柜台现有的信息材料上添加了一条规范性信息。其次，我们通过记录外卖包装选择是否在其他使用可重复使用外卖盒的顾客在场的情况下发生来观察社会模仿。结果喜忧参半：一方面，我们没有发现操纵的社会规范产生影响，我们将根据过去使用社会规范信息的干预措施对此进行讨论。另一方面，我们发现观察到的社会模仿的效果：看到其他人使用可重复使用的外卖盒会增加自己选择使用的可能性。这一发现表明，让顾客表现出期望的行为，为他人树立社会榜样，是很重要的。
