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Can Social Comparison Feedback Affect Indicators of Eco-Friendly Travel Choices? Insights from Two Online Experiments

Author

Listed:
  • Rouven Doran

    (Department of Psychosocial Science, University of Bergen, 5015 Bergen, Norway)

  • Daniel Hanss

    (Department of Social and Cultural Sciences and Social Work, Hochschule Darmstadt—University of Applied Sciences, 64295 Darmstadt, Germany)

  • Torvald Øgaard

    (Norwegian School of Hotel Management, University of Stavanger, 4036 Stavanger, Norway)

Abstract

Two online experiments explored the effects of social comparison feedback on indicators of eco-friendly travel choices. It was tested whether the chosen indicators are sensitive to the information conveyed, and if this varies as a function of in-group identification. Study 1 ( N = 134) focused on unfavourable feedback (i.e., being told that one has a larger ecological footprint than the average member of a reference group). People who received unfavourable feedback reported stronger intentions to choose eco-friendly travel options than those who received nondiscrepant feedback, when in-group identification was high (not moderate or low). Perceived self- and collective efficacy were not associated with the feedback. Study 2 ( N = 323) extended the focus on favourable feedback (i.e., being told that one has a smaller ecological footprint than the average member of a reference group). Neither unfavourable nor favourable feedback was associated with behavioural intentions, self- or collective efficacy. This means that Study 2 failed to replicate the finding of Study 1 that behavioural intentions were associated with unfavourable feedback, given that in-group identification is high. The findings are discussed in light of the existing literature. Suggestions are made for future studies investigating social comparison feedback as a means to motivate people to make eco-friendly travel choices.

Suggested Citation

  • Rouven Doran & Daniel Hanss & Torvald Øgaard, 2017. "Can Social Comparison Feedback Affect Indicators of Eco-Friendly Travel Choices? Insights from Two Online Experiments," Sustainability, MDPI, vol. 9(2), pages 1-15, January.
    • Handle: RePEc:gam:jsusta:v:9:y:2017:i:2:p:196-:d:89097
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    Citations

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    Cited by:

    1. Gerrit Antonides, 2017. "Sustainable Consumer Behaviour: A Collection of Empirical Studies," Sustainability, MDPI, vol. 9(10), pages 1-5, September.
    2. Phu Nguyen-Van & Anne Stenger & Tuyen Tiet, 2021. "Social incentive factors in interventions promoting sustainable behaviors: A meta-analysis," PLOS ONE, Public Library of Science, vol. 16(12), pages 1-27, December.
    3. Li, Qiuyun & Li, Chunxiao (Spring) & McCabe, Scott & Xu, Hong, 2019. "Always best or good enough? The effect of ‘mind-set’ on preference consistency over time in tourist decision making," Annals of Tourism Research, Elsevier, vol. 75(C), pages 186-201.
    4. Elfriede Penz & Eva Hofmann & Barbara Hartl, 2017. "Fostering Sustainable Travel Behavior: Role of Sustainability Labels and Goal-Directed Behavior Regarding Touristic Services," Sustainability, MDPI, vol. 9(6), pages 1-17, June.

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