Highlighting social identity and peer group norms can increase water conservation

(University of East Anglia) New research suggests that targeted use of behavioural 'nudges' can encourage people to conserve water.Researchers at the University of East Anglia (UEA) found that rather than giving people general information about the importance of saving water, emphasising the water conserving actions of others in the same social group -- for example university students or local residents -- encourages similar behaviour changes and reduces water demand.

from EurekAlert! - Social and Behavioral Science https://ift.tt/2Tqzb7H