@inproceedings{01JH87AZ699A9V1CY4AF1HVTD7,
  abstract     = {{The role of self-efficacy to stimulate behavioural change in general and related to sustainable behaviour has been widely acknowledge. However, climate change is a pressing 'common good dilemma' (Hardin, 1968), necessitating collective efforts to address a broad array of environmental issues. Numerous studies have shown the importance of collective efficacy as a predictor or facilitator of pro-environmental actions (Bamberg et al., 2015; Fritsche et al., 2018; Jugert et al., 2016; Milfont et al., 2020; Schultz & Fielding, 2014). Hence, the current study examines if emphasizing the collective efficacy among students living in the same housing facility - compared to focusing on their individual efficacy, is more beneficial to increase their water and energy conservation behaviour.  In addition, this  study aimed to assess the effects of nudges in the form of stickers in their rooms and a communication campaign in the halls and common areas on encouraging students to adopt pro-environmental behaviours, specifically, reducing energy and water consumption. 

The research employed a 2 x 3 between subjects experimental design, considering the presence or absence of nudges and the framing of the communication campaign (collective  vs. individual response efficacy). Two forms of data were collected, energy meter readings for three months (10 buildings with around 2400 students), in the end of the experiment a questionnaire collected self-reported behaviours and attitudes (n= 260 students). The primary behaviours were water conservation, achieved through shorter showers (less energy to heat the water), and energy conservation, reducing heating use (e.g., turning off radiators when windows were open and limiting radiator use when rooms were adequately warm). ANOVA analysis uncovered significant differences among the various experimental conditions with respect to energy and water conservation. 

For the actual energy meters data, it was revealed that stickers led to a significant reduction in energy consumption. Notably, collective efficacy messages emerged as the most influential in promoting energy conservation, followed by the absence of a framing message. In contrast, buildings adorned with  self-efficacy posters exhibited the highest energy consumption. The combination of stickers and collective efficacy messages resulted in the lowest energy consumption overall. However, a surprising revelation was that stickers alone appeared to have a backfiring effect, leading to higher energy consumption compared to the control condition without stickers. 

Concerning self-reported energy-saving behaviours (e.g., ‘Did you turn of the radiators, closed the windows more often the last weeks?), no significant differences were observed between the experimental conditions. This suggests that students' perceptions of energy conservation were not significantly influenced by the presence or absence of stickers or specific messaging, highlighting a disparity between actual energy-saving and self-reported behaviours.

In terms of water conservation, due to technical constraints beyond the researchers' control, data from water meters could not be obtained, results from the self-reported variables painted a slightly different picture. Stickers were found to have a positive impact on self-reported water conservation (e.g., ‘I did take shorter showers the last weeks’), with students reporting increased efforts to take shorter showers. Stickers alone yielded higher water conservation compared to the conditions that included messaging.

Overall, the results indicated that nudges (i.e. stickers) and collective efficacy (vs. self-efficacy) messages were effective in promoting actual energy conservation. However, these findings illustrate the complexity of promoting pro-environmental behaviours among students and underscore the importance of tailored interventions. They also suggest a disjunction between individuals' perceptions and their actual conservation behaviours, highlighting the challenges associated with behaviour change initiatives. This research contributes to our understanding of the complex dynamics at play when encouraging individuals to adopt eco-friendly actions, and its implications for addressing climate change.}},
  author       = {{Vazquez Casaubon, Estefanya Charlotte and Cauberghe, Veroline}},
  booktitle    = {{Etmaal van de Communicatiewetenschap 2024, Abstracts}},
  language     = {{eng}},
  location     = {{Rotterdam, the Netherlands}},
  title        = {{Empowering change : boosting pro-environmental behaviour through nudges and messaging strategies}},
  year         = {{2024}},
}