How to Reduce Cigarette Butt Littering: A Field Experiment

This paper presents the results of a field experiment conducted to reduce cigarette butt littering. We tested the deterrent effect of surveillance camera images and messages (negative intervention) compared to messages of appreciation (positive intervention) on littering behavior in a smoking area in front of Sendai Station. Based on the finding in a previous study that the "feeling of being watched encourages cooperative behavior, it was hypothesized that the negative intervention would significantly reduce littering. Experimental results suggest that negative signs reduced the probability of littering the least throughout the day and at night, while positive signs may have the opposite effect during the day, confirming the effectiveness of an inexpensive and feasible litter control measure.