Bagging a Greener Future: Social Norms Appeals and Financial Incentives in Promoting Reusable Bags Among Grocery Shoppers

Abstract

This research examined the persuasive impact of social norms and financial incentive messaging for encouraging reusable bag use. In an online experiment with a nationally representative sample from the U.S. (n = 753), participants were randomly exposed to static or dynamic descriptive/injunctive norms, discounts/surcharges, combinations, or a control message. Intentions to bring reusable bags when grocery shopping, along with other key demographic and psychological variables, were assessed. ANCOVA results demonstrate the main effects of the messages. Planned contrasts revealed that injunctive norms elicited higher intentions than descriptive norms. Dynamic descriptive norms led to stronger intentions compared to static descriptive norms, with no difference shown between the two injunctive norm conditions. Notably, combining injunctive norms with either incentive boosted intentions beyond standalone messaging, supporting motivational complementarity. Norms overall outperformed incentives, but integrating social and economic appeals shows promise. The predicted superiority of experimental messages in promoting intentions, when compared to a generic pro-environmental appeal (control), was not supported. The findings advance an integrated behavior change approach highlighting normative information and incentives, shedding light on optimal messaging strategies amid pro-environmental interventions.