Saving water to save the environment: contrasting the effectiveness of environmental and monetary appeals in a residential water saving intervention

To convince people to reduce their energy consumption, two types of persuasive appeals often are used by environmental organizations: Monetary appeals (i.e., ‘conserving energy will save you money’) and environmental appeals (i.e., ‘conserving energy will protect the environment’). In this field study we aimed to compare the effects of monetary and environmental appeals on showering habits. During two weeks we measured showering behavior in one hundred households. As compared to monetary appeals, environmental appeals were more effective in decreasing participants’ shower frequency. Interestingly, the monetary appeal was judged as somewhat more motivating to save water than the environmental appeal. We discuss theoretical and practical implications of these findings.