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Setting new behavioural standards: Sustainabilty pledges and how conformity impacts their outreach

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  • Koessler, Ann-Kathrin

Abstract

Sustainability pledges are en vogue. In the business sector, but also in climate negotiations, pledges are used to signal actors' intention to act pro-environmentally. Laboratory experiments testify to the potential effectiveness of these public declarations. Previous work has examined under which conditions subsequent trust and cooperation can flourish. In this study, I postulate that also conformity is an important determinant for the effectiveness of pledges. In specific, I examine what role social influence plays in the decision to pledge. In a public good game, subjects can make prior play a pledge to contribute to the public good in the socially optimal way. Across treatment conditions, I vary the way in which the pledges are elicited. Hence, the degree of social influence on pledge making is manipulated and its impact can be examined. I find that when individuals are aware that the majority of other subjects decided to pledge, they are likely to conform and also make the pledge. The emergence of such a critical mass can be stimulated when the elicitation of pledges is based on previous contribution behavior. Overall, this commitment nudge is effective. Both socially-oriented and previously not socially-oriented subjects modify their behavior after the pledge.

Suggested Citation

  • Koessler, Ann-Kathrin, 2019. "Setting new behavioural standards: Sustainabilty pledges and how conformity impacts their outreach," EconStor Preprints 195048, ZBW - Leibniz Information Centre for Economics.
    • Handle: RePEc:zbw:esprep:195048
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    References listed on IDEAS

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    Cited by:

    1. Besancenot, Damien & Vranceanu, Radu, 2021. "The generosity spillover effect of pledges in a two-person giving game," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 90(C).
    2. Damien Besancenot & Radu Vranceanu, 2019. "Pledges as a Social Influence Device: Experimental Evidence," Working Papers hal-02176269, HAL.
    3. Ann-Kathrin Koessler & Lionel Page & Uwe Dulleck, 2021. "Public cooperation statements," Journal of Economic Interaction and Coordination, Springer;Society for Economic Science with Heterogeneous Interacting Agents, vol. 16(4), pages 747-767, October.

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    More about this item

    Keywords

    voluntary approaches; environmental policy; pledge; social dilemma; public good; commitment; conformism;
    All these keywords.

    JEL classification:

    • A13 - General Economics and Teaching - - General Economics - - - Relation of Economics to Social Values
    • C72 - Mathematical and Quantitative Methods - - Game Theory and Bargaining Theory - - - Noncooperative Games
    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • H41 - Public Economics - - Publicly Provided Goods - - - Public Goods

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