Seeding Norms by Making the Invisible Visible in a Field Study on Pro-Environmental Change

Abstract

Most people are concerned about environmental issues, but underestimate others’ concern due to a lack of visible pro-environmental behaviour. This misperception creates a cycle of inaction, as people are less likely to act sustainably when they assume others do not share their pro-environmental convictions. Simulation-based research suggests interventions can break this cycle and encourage the wider uptake of pro-environmental change. Going beyond simulation, this quasi-experimental field study conducted in two neighbourhoods tests a “norm-seeding” intervention that makes existing pro-environmental convictions and intentions visible. We examined whether yard signs displaying residents' intentions to green their front yards could encourage others to do so, too. We triangulate sign-up data covering 1,105 households (with n = 101 households signed up for the greening activity), cross-sectional survey data ( n = 196 residents), and geospatial analysis. Our findings suggest that the intervention may promote the spread of green front yards by fostering conversations between neighbours.