Abstract
AbstractIdling engines are a substantial air pollutant which contribute to many health and environmental problems. In this field experiment (N = 419) we use the subjective group dynamics framework to test ways of motivating car drivers to turn off idle engines at a long wait stop where the majority leave their engines idling. One of three normative messages (descriptive norm, in‐group prescriptive deviance, outgroup prescriptive deviance) was displayed when barriers were down at a busy railway level‐crossing. Compared to the baseline, normative messages increased the proportion of drivers that turned off their engines. Consistent with subjective group dynamics theory, the most effective approach was to highlight instances of in‐group prescriptive deviance (47% stopped idling, compared with 28% in the baseline). Implications for health and environmental outcomes and future research are discussed.
Highlights
Outdoor air pollution has been classified as carcinogenic to humans as smoking (WHO, 2013)
We report a field study conducted to assess whether behavioral cues can encourage drivers to turn off their engines whilst waiting at a level‐crossing
We tested the effectiveness of three different types of normative messages to urge drivers to turn off their engines at a long‐ wait stop
Summary
Outdoor air pollution has been classified as carcinogenic to humans as smoking (WHO, 2013). We draw from research on social norms and subjective group dynamics to present an experimental field study which tests the effectiveness of norm‐based signs for encouraging drivers to turn off their idle engines at a railway level‐crossing. Relative to the baseline situation, highlighting prescriptive norms by identifying deviant behavior should have greater potential to remind drivers of their environmental responsibilities and encourage them to turn off idling ignitions. This effect should primarily arise when these norms refer to drivers’ in‐group because of its clear self‐rele‐ vance. To encourage more drivers to comply with the request to turn off their engines, our field study tested the influence of additional norm‐based messages
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