Commitment and Environmental Behavior Change: Evidence From the Field

Katie Baca-Motes, Disney Research, USA
Amber Brown, Disney Research, USA
Ayelet Gneezy, University of California San Diego, USA
Elizabeth Keenan, University of California San Diego, USA
Leif D. Nelson, University of California at Berkeley, USA
This work explores commitments as a mechanism for increasing individuals’ compliance with eco-friendly behavior. Results of a field experiment conducted at a hotel show that a specific guest commitment to practice sustainable behavior, coupled with a public symbol of that commitment, significantly increased participation in towel reuse, arguably via signaling.
[ to cite ]:
Katie Baca-Motes, Amber Brown, Ayelet Gneezy, Elizabeth Keenan, and Leif D. Nelson (2012) ,"Commitment and Environmental Behavior Change: Evidence From the Field", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 219-222.