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How anonymity and norms influence costly support for environmental causes
- Vesely, Stepan, Klöckner, Christian A.
- Journal of environmental psychology 2018 v.58 pp. 27-30
- environment, environmental protection, psychology, social behavior
- Social norms are a key driver of pro-environmental action, but their influence may vary by context. An important contextual factor is behavior observability. We employ a laboratory quasi-experiment studying donations to environmental organizations under different levels of donor anonymity and under different levels of injunctive social norms. Decision observability amplifies the effect of norms: donations are 84% higher when observability is added to pro-environmental norms, compared to a setting with pro-environmental norms but anonymous decisions.