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

Rouven Doran, Daniel Hanss and Torvald Øgaard
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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

Sustainability, 2017, vol. 9, issue 2, 1-15

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.

Keywords: sustainable tourism; travel choices; ecological footprint; feedback strategies; social comparison (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2017
References: View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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