Promoting Source Reduction Behavior: The Role of Motivational Information

De Young, R., Duncan, A., Frank, J., Gill, N., Rothman, S., Shenot, J., Shotkin, A. & Zweizig, M. (1993). Promoting source reduction behavior: The role of motivational information. Environment and Behavior, 25, 1, 70-85.
Investigated the degree to which source reduction (SR) behavior in households could be enhanced using economic and environmental rationales among 103 grocery shoppers. An educational pamphlet was mailed to Ss who were put into 4 treatment groups: a control and 3 experimental groups (EGs). The EGs each received a pamphlet giving environmental, economic, or a combination of environmental and economic rationales (EERs) to reduce waste at the source. Both EERs for practicing SR led to significant increases in reported SR behavior. The type of conservation behavior promoted had an impact on the success of the interventions. Ss were more likely to adopt home-based SR of nontoxics over either store-based activities or activities involving toxics use reduction.
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