(Ineffective) Messages to Encourage Recycling : Evidence from a Randomized Evaluation in Peru

Chong, Alberto ; Karlan, Dean ; Shapiro, Jeremy ; Zinman, Jonathan

World Bank, Washington, DC

关键词: ADVERTISING;    BEHAVIORS;    BEST PRACTICES;    BUSINESSES;    CAPACITY BUILDING;   

DOI  :  10.1596/1813-9450-6548
RP-ID  :  WPS6548

学科分类：社会科学、人文和艺术（综合）

来源: World Bank Open Knowledge Repository

【 摘 要 】

There is growing interest in usingmessaging to drive prosocial behaviors, which contribute toinvestment in public goods. The authors worked with aleading nongovernmental organization in Peru to randomizenine different prorecycling messages that were crafted onthe basis of best practices, prior evidence, and theories ofbehavioral change. Different variants emphasized informationon environmental or social benefits, social comparisons,social sanctions, authority, and reminders. None of themessages had significant effects on recycling behavior.However, reducing the cost of ongoing participation byproviding a recycling bin significantly increased recyclingamong enrolled households.