Hello.
I have heard somewhere that if 15% of a population is visibly engaged in a behaviour, that it helps to "tip" the rest of the population (i.e. with blue box recycling, once a certain number of people were putting their blue boxes on the curb, it provided enough visible momentum that others started recycling as well). Could anyone tell me if this 15% number is indeed correct, what specific study or research that came from, so I can clarify the information and reference it?
Thank-you!
Amy
Amy Fournier
Outreach Coordinator
One Day
City of Vancouver Sustainability .
[email protected]
604.871.6814 [office]
604.306.6070 [mobile]
onedayvancouver.ca
Helping the Behaviour "Tip"
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Amy -
That is a commonly cited figure coming out of the diffusion of innovation studies -- a huge field. So I recommend you look into the "grandfather's" bible -- Everett Rogers on Diffusion. Another person I heard recently citing this is David Gershon of the Empowerment Institute in New York. If you google that institute, maybe they have some direct reference to it.
Susi