Testing interventions in a smart grid project

Achieving long term behavioral change is a challenging task, especially in the field of environmental behavior. In our research we explore the social route to behavioral change, and examine how expectations of others influence individual behavior. We explore under which conditions individuals are likely to internalize injunctive norms, thereby strengthening one’s intrinsic motivation to act pro-environmentally.
We study conditions under which injunctive norms influence pro-environmental behavior via conformity (motivating long-term behavior because the norm is privately accepted) versus compliance (obeying the norm publically, but also temporary). In an experimental study, we presented participants with an energy conservation norm, and manipulated the source of this norm as either originating from an ingroup or outgroup. Participants engaged in an energy conservation task, either with or without the test leader being present to observe their performance (our manipulation of external control). Next, the participant engaged in the same energy saving task again, without the test leader being present. We theorized that an injunctive norm originating from an ingroup will most likely result in conformity, because the participant identifies with the group. Lacking the identity component, outgroup norms will most likely result in temporary compliance. We expected external control over the participant to enhance compliance, but not conformity (as conformity is associated with internal acceptance of the norm). Finally, we expected that the absence of external control over the participant will lead to less compliance in the outgroup norm condition, and have no effect on ingroup norm conformity.
Our results can have important implications for practice, because behavior resulting from conformity is most likely to be an intrinsic motivator of pro-environmental behavior over longer periods of time. Precious investments can be saved, because systems of external control and incentives are not required to strengthen conformity.