Using pro-environmental information to modify conservation behavior: Paper recycling and reuse

Abstract

In cases where market policy instruments (e.g., taxes and quotas) are impractical tools to induce conservation behavior, information campaigns may be a valuable option. We use a difference-in-differences strategy to estimate the effectiveness a signage campaign for inducing paper recycling and reuse behavior in computer labs. We find that the implementation of signage with pro-environment appeals increases the probability of conservation behavior (i.e., recycling or reuse) by approximately 13%, despite the fact that pre-treatment levels of paper recycling and reuse were already at approximately 85%. Our results suggest that pro-environment campaigns can be an effective conservation tool and may be an important policy instrument for policy makers to consider.