The Role of Local and National Identities for Pro-Environmental Behavior - A Field Experiment in India
Last registered on November 05, 2018

Pre-Trial

Trial Information
General Information
Title
The Role of Local and National Identities for Pro-Environmental Behavior - A Field Experiment in India
RCT ID
AEARCTR-0003189
Initial registration date
July 29, 2018
Last updated
November 05, 2018 12:45 PM EST
Location(s)

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Primary Investigator
Affiliation
University of Cologne
Other Primary Investigator(s)
Additional Trial Information
Status
On going
Start date
2018-07-30
End date
2019-12-31
Secondary IDs
Abstract
Appeals to group identities can increase contributions to public goods and induce pro-social behavior. But humans have inescapably plural identities. Therefore politicians, companies and NGOs that want to make use of group identities in public campaigns or in private messages face a tough choice between the multiple identities of their audience in any particular context. In 2014, the Indian Prime Minister Narendra Modi launched the Clean India Campaign which aims at changing social norms for littering and open-defecation. This project will test whether appeals to group identities can reduce littering in a field experiment in Bengaluru, India, and whether local identities or the national identiy are more effective.
External Link(s)
Registration Citation
Citation
Harrs, Sören. 2018. "The Role of Local and National Identities for Pro-Environmental Behavior - A Field Experiment in India ." AEA RCT Registry. November 05. https://www.socialscienceregistry.org/trials/3189/history/36788
Sponsors & Partners

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Experimental Details
Interventions
Intervention(s)
Posters containing identity-based messages and anti-littering norms are pinned in a smoking area.

Treatment one contains an appeal to national identity.
Treatment two contains an appeal to local community identity.
Intervention Start Date
2018-07-30
Intervention End Date
2018-09-04
Primary Outcomes
Primary Outcomes (end points)
Rate of littering of cigarette butts
Primary Outcomes (explanation)
Secondary Outcomes
Secondary Outcomes (end points)
Rate of littering of chai tea cups
Secondary Outcomes (explanation)
Experimental Design
Experimental Design
The field experiment will be conducted in public locations in Bangalore with a high rate of littering: at smoking shops. In India, smoking in public is forbidden by law, but socially accepted around small smoking shops. Most shops sell individual cigarettes to smokers alongside the infamous masala tea, served in one way paper cups.

Posters containing identity-based messages and anti-littering norms are pinned in the smoking area. An appeal to national identity is tested against an appeal to local community identity and control.

A survey is conducted after subjects left the smoking area. The survey measures the senses of identification with the identities tested alongside socio-demographic characteristics. The individual survey data is linked to the individual observational data, which provides for a very rich data set.
Experimental Design Details
Not available
Randomization Method
Lottery for order of experimental sessions
Randomization Unit
Experimental sessions
Was the treatment clustered?
No
Experiment Characteristics
Sample size: planned number of clusters
300 Subjects
Sample size: planned number of observations
300 Subjects
Sample size (or number of clusters) by treatment arms
100 Control, 100 Treatment National Identity, 100 Treatment Local Community Identity
Minimum detectable effect size for main outcomes (accounting for sample design and clustering)
Supporting Documents and Materials

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IRB
INSTITUTIONAL REVIEW BOARDS (IRBs)
IRB Name
IRB Approval Date
IRB Approval Number