Testing the effects of social pressures through signaling, shaming, & communication to reduce pollution
Date
2017
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Publisher
University of Delaware
Abstract
Nutrient runoff from agricultural land generates nonpoint source (NPS) water pollution that adversely affects water resource users. A key policy challenge is persuading producers to voluntarily curtail pollution while still retaining productive working landscapes. In this research, we use laboratory experiments with university students to test impacts of social pressures and communication on individual decisions that generate water pollution. We test the impact of these treatments with and without stewardship signaling, through which individuals can give credible signals about their environmental stewardship efforts. In the experiment, participants use flags to signal their use of a costly “green” technology that reduces the pollution generated by production. In the social pressure treatments, excessive pollution triggers a display of negative emotions (shaming) from the participants’ community via their university mascot or peers. The effect of communication is also tested. Results indicate that giving participants a mechanism to signal their individual stewardship actions is the most effective way to reduce pollution levels and encourage adoption of “green” technologies. An average individual pollution reduction of 4.64% is found in parts containing stewardship signaling compared to those without. Policies that allow producers to demonstrate their commitment to environmental stewardship may encourage engagement in agricultural conservation initiatives.
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Keywords
Social sciences, Agriculture, Communication, Pollution, Shaming, Signaling