Based on the experiments and research from a journal article written by Noah Goldstein, Robert Cialdini and Vladas Griskevicius in 2008, it is shown that appeals that utilize and illustrate norms are very effective in getting people to participate in environmental behavior. It was proven that appeals to social norms were much more successful than traditional methods of appealing to environmental protection. It is proven that people look to others for what they should or should not do. Modeling social norms is very powerful and effective. People usually take "social ques" very seriously. People are more likely to act and are more motivated to engage in environmentally conscious behavior when they are made aware of the actions of their peers. There are several things to consider when evaluating and establishing social norms.
1.Gather data on a specific dorm’s amount of waste (previous year)
It is vital to be aware of the move-out waste levels in the dorms before applying and expressing any schemas or norms. This should be done by measuring the move out waste levels of the previous year to get accurate and precise data. The types of people living in the dorm should also be considered when gathering data, as each hall and dorm will have variations of norms.
2.Establish the normative message for each hall/dorm
Signs expressing the norms for each hall/dorm should be made, based on the date measured. These signs should express something like, “ In this hall, people reuse/recycle...”, or “The majority of previous residents reused/recycled their household items and furniture”. These signs should be placed on all of the doors of the hall before move out to remind and prompt them to participate in this behavior.
(Source: http://jcr.oxfordjournals.org/content/35/3/472.full )
3.Programs should already be in place
This method will only work if there is an effective program already put in place, so when people decide to participate, it is organized and convenient for them to do. This will make participants more likely to continue this behavior, therefore making the social norm even more conventional.
References
(7) Goldstein, N. J., Cialdini, R. B., & Vladus, G. (2008). A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels. Journal of Consumer Research, 35(3), 472–482. https://doi.org/: http://dx.doi.org/10.1086/586910