Leveraging social norms for sustainable behaviour

Abstract

Contemporary communication platforms, ranging from social media to traditional news outlets, frequently present static norms, reflecting established behaviours (e.g., eating meat, drinking alcohol at parties) in combination with dynamic norms that signal evolving societal trends (e.g., adopting more plant-based diets, attending alcohol-free events). Despite the widespread exposure to such combined static-and-dynamic-norm communications, its influence on consumer behaviour remains unexplored. This research addresses this gap by conducting two laboratory experiments to investigate the impact of static-and-dynamic-norm communications on sustainable behaviour towards reduction of fast fashion consumption.

The results demonstrate that participants exposed to the combination of unsustainable static and unsustainable dynamic norms purchased significantly fewer fashion items than those in other experimental conditions. This behavioural change is affected by a process of social moral cleansing, wherein participants, upon confronting with the widespread unsustainable behaviour of others, experienced a highlighted motivation to counteract these behaviours by acting more sustainably themselves. These findings contribute to the growing literature on social normative influence in sustainable consumption contexts. By identifying a novel and effective normative communication strategy for reducing consumption, this research offers valuable insights for researchers, designers and policy makers seeking to promote sufficiency-oriented behaviour and foster long-term sustainable behavioural change.