Doing laundry with biodegradable soap nuts: Can rare and novel behaviors break bad habitual patterns?

Abstract

This study explored whether engagement in a novel and unusual behavior, such as doing laundry with biodegradable soap nuts, can disrupt the ecologically harmful habit of using fabric softener. We performed a longitudinal field experiment in which 183 individuals were visited by research assistants at their households on four occasions (t0-t3). A 2 × 2 design with a control group delivered two types of intervention: (1) a contextual intervention (receiving soap nuts or not) and (2) a persuasive message (omega or alpha strategy). Laundry done with soap nuts, laundry done with softener, and self-reports on the use of softener at the pretest (t0), posttest (t2), and follow-up (t3) were dependent variables. Persuasion alone was not enough to prompt people to use soap nuts. Receiving soap nuts and alpha messages were the most effective methods for encouraging fabric softener reduction. Moreover, the reduced use of softeners during the intervention mediated the effect of using soap nuts on using softeners after at least two months. It appears that engagement in new and unusual behaviors may break old behavioral patterns.