Beyond social experiments: Simulation of descriptive littering norms through agent-based modelling

Abstract

Littering is an increasingly problematic phenomenon in urban settings that is exacerbated by global tourism. Littering behaviour is typically explained in the focus theory of normative conduct, which details how different categories of norms are communicated between people and how they affect behaviour. Research into littering behaviour is obstructed by practical limitations, particularly with respect to spatially disparate and densely crowded areas. Simulation through agent-based modelling lends itself well to experimentation with such variables and is therefore presented as a method to expand littering research with. In this project, a model is developed that simulates the effect of the descriptive norm on pedestrian littering in two spatially distinct streets in Amsterdam. A main finding is that the configuration of personal norms as stochastic variables and activated norms as corresponding multipliers is a valid interpretation of the theory through which it seems empirical data can be reproduced. Furthermore, several incomplete assumptions with regard to littering-specific and general norm theory are exhibited.