Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

A towel less: how psychologists harness sociability to cut waste

24.03.2014

Hotel guests can be gently persuaded to reduce the number of towels they use each day, psychology researchers at the University of Luxembourg have found. With fewer towels to wash, this reduces the waste of water, energy and detergent. This is good news for the environment and it cuts costs, so enabling hotels to reduce prices.

Two hotels in Swiss and Austrian ski resorts helped with an experiment in early 2013. Three different signs were placed separately in different bathrooms, all of which gently reminded guests of the environmental impact of towel use.

However, one of the signs added that: “75% of guests in this hotel reuse their towels” with another sign talking of: “75% of guests in this room” reusing. 132 guests participated in this field experiment. Signs were in German and English, so would have been understood by guests in these Alpine resorts.

“We found that guests cut their towel use significantly when told of the behaviour of previous guests in their room,” said the lead researcher Dr Gerhard Reese.

... more about:
»Alpine »Luxembourg »Psychology »Social »pressure

In the “room” scenario, guests used, on average, one towel per person per day. This compared with 1.6 towels per person per day for those told of behaviour in the hotel as a whole. This amounted to a 40% saving in the number of towels needing to be washed. 

Subtle social pressure

These results are consistent with a handful of similar studies conducted in the USA. “Humans are social beings,” explained Dr Reese. “People want to be accepted into groups and so we act in ways that make us belong. Instinctively, we feel close to those who have used a hotel room before us, believing that they are similar to ourselves. Thus we are more likely to follow their behaviour.”

This research points to the possibility of finding other ways to persuade people to do the right thing using such subtle pressure.

Gerhard Reese , Kristina Loew & Georges Steffgen (2014) A Towel Less: Social Norms Enhance Pro-Environmental Behavior in Hotels, The Journal of Social Psychology, 154:2,97-100, DOI: 10.1080/00224545.2013.855623

Weitere Informationen:

http://dx.doi.org/10.1080/00224545.2013.855623 - Link to the scientific article
http://www.uni.lu - Link to the University of Luxembourg homepage

Britta Schlüter | idw - Informationsdienst Wissenschaft

Further reports about: Alpine Luxembourg Psychology Social pressure

More articles from Ecology, The Environment and Conservation:

nachricht The oceans can’t take any more
03.07.2015 | Alfred-Wegener-Institut, Helmholtz-Zentrum für Polar- und Meeresforschung

nachricht Improved veterinary service for livestock is significant for leopard conservation
02.07.2015 | Georg-August-Universität Göttingen

All articles from Ecology, The Environment and Conservation >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Viaducts with wind turbines, the new renewable energy source

Wind turbines could be installed under some of the biggest bridges on the road network to produce electricity. So it is confirmed by calculations carried out by a European researchers team, that have taken a viaduct in the Canary Islands as a reference. This concept could be applied in heavily built-up territories or natural areas with new constructions limitations.

The Juncal Viaduct, in Gran Canaria, has served as a reference for Spanish and British researchers to verify that the wind blowing between the pillars on this...

Im Focus: X-rays and electrons join forces to map catalytic reactions in real-time

New technique combines electron microscopy and synchrotron X-rays to track chemical reactions under real operating conditions

A new technique pioneered at the U.S. Department of Energy's Brookhaven National Laboratory reveals atomic-scale changes during catalytic reactions in real...

Im Focus: Iron: A biological element?

Think of an object made of iron: An I-beam, a car frame, a nail. Now imagine that half of the iron in that object owes its existence to bacteria living two and a half billion years ago.

Think of an object made of iron: An I-beam, a car frame, a nail. Now imagine that half of the iron in that object owes its existence to bacteria living two and...

Im Focus: Thousands of Droplets for Diagnostics

Researchers develop new method enabling DNA molecules to be counted in just 30 minutes

A team of scientists including PhD student Friedrich Schuler from the Laboratory of MEMS Applications at the Department of Microsystems Engineering (IMTEK) of...

Im Focus: Bionic eye clinical trial results show long-term safety, efficacy vision-restoring implant

Patients using Argus II experienced significant improvement in visual function and quality of life

The three-year clinical trial results of the retinal implant popularly known as the "bionic eye," have proven the long-term efficacy, safety and reliability of...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

World Conference on Regenerative Medicine in Leipzig: Last chance to submit abstracts until 2 July

25.06.2015 | Event News

World Conference on Regenerative Medicine: Abstract Submission has been extended to 24 June

16.06.2015 | Event News

MUSE hosting Europe’s largest science communication conference

11.06.2015 | Event News

 
Latest News

Siemens receives order for offshore wind power plant in Great Britain

03.07.2015 | Press release

'Déjà vu all over again:' Research shows 'mulch fungus' causes turfgrass disease

03.07.2015 | Agricultural and Forestry Science

Discovery points to a new path toward a universal flu vaccine

03.07.2015 | Health and Medicine

VideoLinks
B2B-VideoLinks
More VideoLinks >>>