New Study: A Simple Lapel Pin Can Get You to Reuse Hotel Towels (Among Other Things)
The authors studied consumers staying at a California hotel. At check-in, guests were asked to either make a general commitment to be environmentally friendly or to make a specific commitment to reuse towels during their stay. Notably, the commitment was entirely symbolic—once guests checked in, they were able to exist in anonymity and behave as they wished. To reinforce the commitment, some guests who chose to commit further received a “Friend of the Earth” lapel pin.
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