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Issue 11. 9 August 2010.pdf - UWA Staff - The University of Western ...

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Peer pressure<br />

persuades people<br />

to go green<br />

by Science Communication student Astrid Cooling<br />

It’s hard to give up the luxury <strong>of</strong> fresh<br />

towels every day when staying in a<br />

hotel.<br />

But hotels use millions <strong>of</strong> litres <strong>of</strong> water<br />

and chemicals to meet our high<br />

expectations, which translates to $1 a<br />

towel.<br />

Psychologist Elliot Wood believes guests<br />

can help bring change to the industry.<br />

Most hotel bathrooms have signs<br />

inviting guests to consider the<br />

from another building,” she said. “<strong>The</strong>y<br />

are <strong>of</strong>ten isolated within an isolated city<br />

and we want to change that.”<br />

<strong>The</strong> <strong>Staff</strong> Social Club will be open to<br />

everybody who has a <strong>UWA</strong> staff number.<br />

“Membership will be just $1.50 a week<br />

and can be salary sacrificed from your<br />

pay each fortnight. It’s less than a cup<br />

<strong>of</strong> c<strong>of</strong>fee a fortnight to be connected<br />

with hundreds <strong>of</strong> people and to have<br />

functions and events available to you at<br />

a reduced cost. Anybody can come to<br />

our events, but they will pay more than<br />

the social club members.”<br />

Kim said the club would <strong>of</strong>fer different<br />

events both on- and <strong>of</strong>f-campus, with a<br />

mix <strong>of</strong> family outings, cultural, sporting<br />

and social gatherings including some<br />

no-alcohol events.<br />

environment and reuse their towels.<br />

<strong>The</strong>se signs are designed to change our<br />

behaviour. Dr Wood is working with the<br />

Water Corporation, experimenting with<br />

different versions <strong>of</strong> the signs to be<br />

placed in bathrooms <strong>of</strong> two big Perth<br />

hotels.<br />

Each sign will take a different angle in an<br />

attempt to influence the conservation<br />

behaviour <strong>of</strong> guests. Popular approaches<br />

include asking guests to help save the<br />

environment for future generations.<br />

Guests may also be invited to become<br />

co-operating partners <strong>of</strong> the hotel,<br />

helping them in their conservation<br />

efforts.<br />

Dr Wood explains that the wording<br />

<strong>of</strong> these messages is important.<br />

“Many, many thousands <strong>of</strong> dollars,<br />

huge amounts <strong>of</strong> energy and litres<br />

<strong>of</strong> water can be saved just by<br />

changing a sentence,” he said.<br />

So what phrasing has the biggest<br />

influence on our behaviour? Social<br />

psychology studies conducted in<br />

America have shown that the<br />

… join the club<br />

“Some people who don’t drink alcohol<br />

feel excluded from some social<br />

gatherings or they don’t want to pay a<br />

premium price for something that<br />

includes alcohol. So we will be catering<br />

for these people too.”<br />

She said Gary Ellis, general manager <strong>of</strong><br />

the <strong>University</strong> Club, was enthusiastic<br />

about the social club. Some <strong>of</strong> their<br />

events would be held at the Club.<br />

<strong>The</strong> Faculties and the Vice-Chancellor<br />

are all supportive <strong>of</strong> the intiative and<br />

Finance and Resources is supporting<br />

an administrative <strong>of</strong>ficer, Toni Mison, for<br />

one day a week, to run the social club’s<br />

affairs.<br />

“We will soon have a website and we<br />

welcome suggestions from<br />

everybody,” Kim said. “We want the<br />

guilt-trip conservation message is not<br />

good enough. <strong>The</strong> most effective way to<br />

persuade guest behaviour is to use peer<br />

pressure.<br />

Guests were more likely to use their<br />

towels more than once when invited to<br />

join their fellow guests to help save the<br />

environment. Guests were told that 75<br />

per cent <strong>of</strong> guests staying in that room<br />

had recycled their towels. Knowing the<br />

bathroom behaviours <strong>of</strong> the room’s<br />

former occupants encouraged an even<br />

higher reuse rate. Dr Wood is not<br />

surprised by these findings.<br />

“If people learn about what other people<br />

are doing, they are likely to follow,” he<br />

said.<br />

This kind <strong>of</strong> response is due to the<br />

‘social norms theory’, the foundation <strong>of</strong><br />

Dr Wood’s research. Social norms are<br />

the rules that people are expected to<br />

follow in society.<br />

Dr Wood hopes that the hotel towels<br />

findings will one day be used to improve<br />

the conservation behaviour <strong>of</strong> students<br />

and staff at <strong>UWA</strong>.<br />

<strong>Staff</strong> Social Club to reflect what the<br />

staff want.”<br />

Already in the pipeline are a children’s<br />

Christmas party at Claremont<br />

Showgrounds (one <strong>of</strong> many external<br />

events the social club will plug into)<br />

and a staff ball next year.<br />

“We will have regular family events,<br />

cultural events and Friday afternoon<br />

get-togethers, starting on Friday<br />

September 10.”<br />

<strong>The</strong> free launch party, which will<br />

include activities for children, will be in<br />

the Undercr<strong>of</strong>t from 4.30pm on Friday<br />

September 10. Come along and find<br />

out more about what the new <strong>Staff</strong><br />

Social Club can do for you.<br />

For more information, contact Toni<br />

Mison at toni.mison@uwa.edu.au<br />

<strong>The</strong> <strong>University</strong> <strong>of</strong> <strong>Western</strong> Australia <strong>UWA</strong> NEWS 9 <strong>August</strong> 2010 11

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