Social comparisons: paving the way for a more sustainable life!

Social comparisons: paving the way for a more sustainable life!

A current international meta-study from the University of Münster examines the role of social comparisons as an intervention technique to change behavior. The results of this study appear in the journalNature Human Behaviorwere published are based on data from 79 randomized controlled trials. Over 1.3 million test subjects aged 9 to 65 years, with an average age of 39 years, were taken into account. Data comes primarily from the US and high-income countries.

The analysis shows that social comparisons have significant effects on habits and behaviors, particularly in relation to living more sustainably. Information about neighbors' electricity consumption can motivate people to reduce their own energy consumption. This is consistent with findings that households that are informed about their neighbors' energy consumption are more likely to reduce their own consumption, such as institut-klimapsychologie.de reported.

Behavioral change through social comparisons

The study suggests that social comparisons not only have short-term effects on health behavior, for example through the use of sports apps, but can also lead to long-term behavioral changes in climate-friendly behavior. For example, students show better exam results when they compare their performance with similar classmates. More frequent information about social comparisons increases the likelihood of behavioral adjustment, with achievable and realistic standards being crucial.

While the short-term effectiveness of social comparisons is well documented, data on long-term changes remains limited. The research found no differences in behavior based on gender, age or nationality.

The discrepancy between climate knowledge and climate action is a central issue. According to a 2022 survey, 73% of respondents feel well or very well informed about climate change. Nevertheless, only 52% give up flying partially or completely for climate reasons. The influence of social norms and emotional factors should not be underestimated here, as decisions are often made less rationally than emotionally. The report from bpb.de highlights that commitment to climate protection can often be enhanced by pride in one's own contribution and a sense of community.

Factors for behavior change

Behavior change depends on several key factors. These include attitudes, opportunities, abilities, social norms, habits, emotions, context, and biases and prejudices. Knowledge of these factors is crucial in order to develop targeted measures to promote sustainable behavior. The psychology of behavior change therefore plays a central role in climate protection projects. For example, knowledge of the negative effects of a behavior alone cannot always lead to actual change.

In summary, the results of the meta-study show that social comparisons represent a promising tool for behavior change. At the same time, they highlight the gap between knowledge about climate change and active action. In order to increase awareness and willingness to change, climate communication would need to be redesigned. Emotional intelligence and understandable, engaging information could help promote sustainable behavior in the long term.