Emerald Management Reviews

Design/methodology/approach - Describes how hotel users are being urged to reuse hotel towels in order to help conserve environmental resources and cut hotel costs; examines which methods could be successful in encouraging consumers to positively participate in these strategies. Investigates whether using an appeal that conveys the descriptive norm for participation would be more effective than the current industry standard appeal. Outlines two studies exploring whether hotel guests were especially motivated to reuse their towels when they learned that most others have chosen to participate in the environmental conservation programme.

Findings - Reveals how social norm appeals were found to be significantly more effective than the industry's standard appeals; highlights how individuals were influenced by the knowledge that other hotel guests had taken part in the programme.

Research limitations/implications - Urges further research.

Practical implications - Managers and marketers should adopt a descriptive normative component to their persuasive appeals.

Originality/value - Presents evidence supporting the effectiveness of social norm appeals.