Positive and Negative Framing of Norms to Increase Use of Personal Water Bottles (or Reduce Bottled Water Consumption)

The present study concerned the role of perceived social norms in motivating an increase in the use of personal water bottles and a concurrent reduction in bottled water consumption. Descriptive norms often influence behavioural intentions in environmental contexts, and positive or negative framing often influences decision making. This study contrasted the elements of positive and negative frames of grammar (do/do not) and deviance (most/very few people). We tested four descriptive normative appeals containing these elements: 1) Most people use personal water bottles; 2) Most people do not buy bottled water; 3) Very few people buy bottled water; 4) Very few people do not use personal water bottles. The central hypothesis of the research found weak support: that negatively framed normative messages had a greater effect on perceived group norms, and intentions to use a personal water bottle. The effect was only significant for messages that highlighted negative deviance ("very few").