Susan Mazur-Stommen is a cultural anthropologist focusing on how people adopt sustainable, green behaviors. She conducts her research from the American Council for an Energy-Efficient Economy as the Director of Behavior and Human Dimensions, renowned for their States’ Scorecard for Energy Efficiency (see image ahead).

Susan argues that “in order to achieve true, lasting, behavior change in the area of sustainability, we have to use a multi-layered approach, tackling the problem with various tools and media. It’s important to think about the ‘whole person’ when we discuss behavior change, and that includes things like emotions, physical well-being, and how our environment may be affecting us on any given day.”

“For example,” she told us, “some popular ideas for going ‘green’ aren’t always very practical in terms of people’s real lives. Take line-drying, for example. Proponents fail to figure in the cost of the person who has to stand outside for an hour putting all those clothes on the line and then taking them back inside. When you consider the cost of that person’s labor, standing in the heat or cold, line-drying is not the ‘free’ energy saving solution it is often touted as, at least in terms of the individual and their limited time and physical energy.”

Susan gave us a few further insights from the social and behavioral sciences to share with you.

1) Social norms:

Robert Cialdini tested messages about saving water on the cards you see propped up in the bathroom of a hotel. He found that the most successful was one that read, “Two-thirds of our hotel guests decide not to get fresh towels during their stay in order to save water, won’t you join them?”

Reason: People like to ‘stay in line’ or ‘tribe’ with their peers and neighbors, it is a powerful incentive.

Note: Practically Green’s leaderboards encourage you to choose more green actions!

2) Foot in the Door:

Robert Cialdini also tested the ‘foot in the door’ concept, which says that people are much more likely to agree to make a big change if they are first asked to make a very small change. It works like this: if you ask someone for a nickel, and then later go back and ask for a dollar, the people you asked for a nickel will be much more likely to give later (which of course widens the gap between givers and non-givers even more!)

Note: That’s why PG offers so many ’small’ actions, worth just 5 points but still very important! A handful from the Recycling section:

3) Reciprocity:

Offering someone something begins a relationship of give and take that people find extremely hard to resist. This is one of the reasons charities include those address labels in their appeals: they have already given you something, and now you are enmeshed in an obligation to return their ‘gift’ even if you don’t like it, want it, and did not ask for it!

A utility could utilize a combination of ‘reciprocity’ and ‘foot in the door’ in a message. Say at the beginning of summer you want to get people to raise their thermostats in general to reduce peak load, you would send an insert in the mail, or an email that would read:

“Dear John Q Customer, we here at utility X appreciate how you have worked to save energy in your home these past few years.  To honor your commitment to energy savings, we have donated $50,000 to the Boys and Girls Club of America. All we ask in return is that you commit to turning your thermostat setting up by ONE degree this summer.”

Next summer….the follow-up…

“Dear Customer, we really appreciate how much energy you and your neighbors saved last summer, and to recognize that, this year we have DOUBLED our donation to Charity X in your name. All we ask in return is that you consider turning up your thermostat by FOUR degrees this summer. If you decide to take the pledge, please send in the enclosed BRC. Thank you for your support!”

Now, theoretically, the combination of social norming, reciprocity, foot in the door, and a pledge (whereby you can also evaluate level of intent) should result in some serious savings.

And this leads to the final insight,

4) Grant McCracken’s “Diderot Effect”:

Susan told us the story of the French philosopher Diderot’s new bathrobe:

“He received a lovely new bathrobe, cherry red silk, and he was sitting in his study one evening with it on, and feeling terrific but then he began to notice that the fabulous new robe made the rest of his surroundings seem shabby. ‘I need a better chair,’ he thought. ‘A nice desk…. New wallpaper. The bookcases are a mess!’ The idea is to introduce a disconnect between the consumers’ old selves and their new selves which can result in their wanting to bring all of these parts of their identity back into line, or what McCracken calls, ‘unities’.  An example of this might be a new mom who carefully purchases Bisphenol-A free baby bottles, but at the same time drives a gas guzzler which pumps pollution into the air her baby breathes. The disconnect between her decisions begins to gnaw at her and pretty soon she considers replacing it. Thus a whole chain of actions goes into effect. Pretty soon this mom is evaluating her food choices, her indoor air quality, her household waste, inefficiencies at her job. The activity of bringing her lifestyle choices into ‘unity’ with one another is an example of the Diderot effect.

At Practically Green we see the Diderot effect every day: once people begin checking off actions on their dashboard, they begin to get addicted to the process, it takes on significance, they continue and eventually share their accomplishments with their friends and colleagues.

One more story from Susan, who says that simple social recognition can be a powerful driver for change:

“I once met an older gentleman named Frank, a retired maintenance worker. He likes to walk around town, and at the end of his block was a little pocket park that would have been a nice place to sit except that people were filling it up with discarded cigarette butts. He started cleaning it up every day.  Eventually he won an award from the city council. They put a plaque up and named the park after him. It wasn’t that complicated, but it made Frank feel great so he got even more involved. He started working at the public library, going to city council meetings. So this social recognition was effective. It was very cheap for the city to recognize Frank’s good works, and at the same time, they reaped the reward of his intensified volunteer efforts!”

Bingo: Practically Green gives badges when you complete sets of actions. For example, here’s the new Conscious Consumer badge. How would you like to join the 12% of PG users who have already earned it!!

Click here for the complete playlist of actions: http://practicallygreen.com/badges/conscious-consumer

Check out the ACEEE 2011 State Energy Scorecard… where are you? Follow ACEEE ion Twitter @ACEEEdc and join them on Facebook.