Using Norm-Based PSAs to Foster Green Behavior in a University: Some Preliminary Results from Lithuania

Abstract

Three field studies using norm-based public service announcements were carried out in a university context. The studies yielded inconclusive results, pointing toward the need to investigate the contextual and individual effectiveness of persuasive communication based on making social norms salient. The presented studies are discussed as the first steps in introducing persuasive pro-environmental communication in a specific university context and some ways forward are proposed.

Keywords

• social norms
• public service announcement
• recycling
• elevator use
• pro-environmental behavior