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Enhancing Sustainable Transportation Norms in Groningen Through Social Influence Strategies

DESCRIPTION

This project explores the application of social norms theory to improve transportation behavior in Groningen. We investigate the effectiveness of injunctive and descriptive norms in promoting sustainable options like biking and public transit. Our field experiments address parking issues and aim to decrease car use by making norms salient through targeted messages. By aligning community behaviors with sustainable transportation norms, we expect to enhance public engagement and reduce environmental impact, positioning Groningen as a leader in sustainability.

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Enhancing Sustainable Transportation Norms in Groningen Through Social Influence Strategies

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Presentation Transcript

  1. Norms and Energy Use: Transportation in Groningen

  2. Social Norm Theory (Cialdini, Kalgren & Reno, 1990) Injunctive norms: The behavior commonly (dis)approved. (Social) Sanction, Reward Descriptive norms: The behavior commonly displayed. Salience is important Aligned norms are stronger mm-dd-yy | 2

  3. Project 1 • Promoting Orderly Bike Parking in Groningen

  4. Kaartje binnenstad

  5. Previous Studies on Parking Problems • 44% Sees inappropriate parking as a problem • 67% Shopping • 64% Park < 30 minutes • 42% Not enough parking spaces

  6. Making the injunctive norm salient Prohibition sign: 37% Prescriptive sign: 60%

  7. Making the injunctive norm salient • How? • Please park your bicycle within the green area 

  8. PROPOSED FIELD EXPERIMENT • Method: • Pre and post intervention • Observational • Outcome measures: • % Bikers conforming to parking norm • % Bikers being socially sanctioned

  9. Project 2: Reducing cars driving to city

  10. Car Public Transit Negative Env Impact Bike Walk Behavior

  11. Segmented approach

  12. Social Norms • Theoretical gaps: • Behavior suggestions: 1 vs. 2 alternatives • Norm effectiveness: perception vs. actual

  13. Action Research • 4 conditions (all groups receive information + incentive) • Bike norm info • Public transport norm info • Bike + PT norm info • Control

  14. Action Research • Procedure • Telephone Survey • Mail packages • Outcome measures • Telephone follow up survey • Objective assessment

  15. The message (For people 5-10 km) • Many people believe that using sustainable transportation is the right thing to do. (injunctive) • 53% of people in your neighborhood use a bike or public transportation to go to work everyday. (descriptive) • Join us in making Groningen the most sustainable city in the Netherlands! • Please use a bike or public transportation when you go to work.

  16. Expected outcomes • Practical • Decrease car use in city for segmented area • Theoretical hypotheses • Experimental groups will reduce car use more than control • Perception of norm may interact with reported norm

  17. Project 3: The use of norms on testimonials

  18. Purpose of the study: increase preference for the tram

  19. “ Well, I think the tram is a good plan, as long as it will go past Euroborg” “I used the tram in Rio de Janeiro, Brussels, Amsterdam, and a couple of other city's. I really like it”

  20. Which message works best? • Injunctive: “The tram will be an appropriate means of transportation” • Descriptive: 60% of people traveling within Groningen will take the tram When both norms align tram preference will increase

  21. Which message works best… and for whom? • Target group: People working in Groningen and living outside of Groningen • Important: Identify with the individual providing the testimonial Vs. Identification with models will increase tram preference

  22. Thank you for your attention mm-dd-yy | 23 K.E.Keizer@rug.nl

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