Leveraging social norms and empathy to encourage sustainable air conditioning practices amongst hotel guests

Setting air conditioners to unnecessarily low temperatures in summer generates substantial carbon emissions. This study aims to change air conditioner use by tourists—consumers whose sense of moral obligation is reduced, along with their level of pro-environmental behaviour. We test several interventions aimed at encouraging hotel guests to set their air conditioners to comfortable but less energy-intensive temperatures. We compare common interventions (environmental appeals and normative appeals) with anthropomorphised interventions that personify air conditioners to evoke empathy. Intervention effectiveness is assessed across a series of studies: a traditional survey experiment (to measure manipulation of target constructs), two ecologically enhanced survey experiments (measuring behavioural intentions), and a field experiment measuring air conditioner use indirectly via wireless temperature sensors. Results indicate that interventions leveraging social norms and anthropomorphism—specifically those showing negative emotions like exhaustion and anger—significantly enhance sustainable air conditioner use. A basic instructions message, which simply gave participants a suggested temperature setting range, also enhanced sustainable air conditioner use in the field. A comparison reveals that enhanced survey formats cannot replace field experiments in assessing an intervention’s impact on behaviour. Our findings suggest that simple, cost-effective messaging interventions can promote more sustainable air conditioning practices in hotels, ultimately contributing to reduced carbon emissions and operational costs. • Anthropomorphising air conditioners evokes empathy. • Social norms messages enhance normative beliefs. • Social norms and anthropomorphism prompt sustainable air conditioner use. • Simple air conditioner setting instructions prompt sustainable use in the field. • Ecologically enhanced surveys cannot replace field experiments.