Can dynamic normative feedback enhance household kitchen waste separation? Evidence from two field intervention studies

•The field intervention leverages longitudinal feedback to activate dynamic norms.•It promotes behavior change regardless of the efficiency of community governance.•We focus on norm perception change and governance contextual factors.•Dynamic feedback positively influences normative perceptions of waste separation.•The norm intervention promotes kitchen waste separation behavior in the long run. Imagine if more and more households in your community started separating waste, would this trend inspire you to do the same? Previous research on social norms has been predominantly static, focusing on individual behavior and neglecting the potential of leveraging group dynamics. To address this gap, we conducted two field studies using group feedback to activate dynamic norms. Using an A-B-A time-series design in two communities, we collected 21,555 observations of waste disposal behavior. During the intervention period, we publicly displayed the weekly changing participation rates of household kitchen waste separation within the community, a strategy referred to as dynamic normative feedback. Both communities experienced a significant increase in participation in waste separation. Furthermore, the feedback effect persisted for up to three months after the intervention was removed. Our findings demonstrate that group dynamic normative feedback could be an effective strategy for promoting long-term separation behavior and have implications for waste management.