Peer Pressure Plays Major Role in Environmental Behavior

In studying the effects of this program among Chinese citizens, researchers found that although money is a key factor in whether or not people sign up for a program, peer pressure also plays a significant role. A survey of households in the Wolong Nature Reserve for giant pandas found that both government payments and social norms "had significant impacts on citizens' intentions of re-enrolling in the Grain-to-Green program" and that governments should consider social normals along with economic and demographic trends in deciding how to support conservation programs.