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How much versus who: which social norms information is more effective?

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  • Andrew Meyer
  • Guanyi Yang

Abstract

We conduct an experiment to investigate how different types of information about social norms affect individuals' stated contributions to a specific pro-environment program, a student 'green fee', in the context of a referendum. Compared to students that receive no information about peer contributions, on average, students that receive information about the dollar value range of contributions at peer institutions contribute less while students that learn about the high percentage of students voting 'yes' on green fee programs at peer institutions contribute more. The results are economically significant as the absolute values of both effects represent approximately 25% of average contributions. These results suggest that information about participation rates can be more effective than information about dollar amounts in encouraging contributions to environmental initiatives. Of interest to stated preference researchers, we find that results do not change when controlling for self-selection into survey completion.

Suggested Citation

  • Andrew Meyer & Guanyi Yang, 2016. "How much versus who: which social norms information is more effective?," Applied Economics, Taylor & Francis Journals, vol. 48(5), pages 389-401, January.
    • Handle: RePEc:taf:applec:v:48:y:2016:i:5:p:389-401
    DOI: 10.1080/00036846.2015.1080803
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    Cited by:

    1. Claire Teunenbroek & René Bekkers & Bianca Beersma, 2021. "They ought to do it too: Understanding effects of social information on donation behavior and mood," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(2), pages 229-253, June.
    2. Claire van Teunenbroek & René Bekkers, 2020. "Follow the crowd: Social information and crowdfunding donations in a large field experiment," Journal of Behavioral Public Administration, Center for Experimental and Behavioral Public Administration, vol. 3(1).
    3. Jimena González-Ramírez & Heyi Cheng & Sierra Arral, 2021. "Funding Campus Sustainability through a Green Fee—Estimating Students’ Willingness to Pay," Sustainability, MDPI, vol. 13(5), pages 1-15, February.

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