The Little Book of Green Nudges

The nudge: Publicize the fact that many people are already adopting a green behaviour. Evidence that it’s effective: High-consuming electricity customers in the US decreased their usage after receiving reports comparing them to their more efficient neighbours (and low-consuming customers stayed low when given positive feedback in the form of a smiley face). 19 People were more interested in cutting down their meat consumption when they were informed that a growing number of people had recently started eating less meat. 20 Why it works: People are highly influenced by what others are doing, so we’re more likely to adopt a behaviour when we think that the majority of people do it or an increasing number of people are shifting towards it. Highlight others’ sustainable behaviour MAKE IT SOCIAL

Share information about positive trends

How? If a desired sustainable behaviour is performed by a growing minority, publicize that fact. For example, highlight that more and more people are eating plant-based foods or using reusable cups. 21 Who might be involved? Campus catering coordinators, campus sustainability coordinators, student sustainability groups

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