Abstract
This study inductively applies the Feedback Intervention Theory by empirically demonstrating the effectiveness of continuous, real-time eco-feedback and its interaction with motivational factors in modifying showering behavior. We conducted a covert true experiment across six tourist accommodations in Denmark, Spain, and the UK, where we deployed smart technology, in the form of a timer to provide the eco-feedback, coupled with persuasive messages. Data from over 17,500 showers showed that continuous, real-time eco-feedback reduced water runtime by 25.79% (CI = 8.24%; 39.98%). When the eco-feedback was paired with the most effective message-priming pro-environmental values and requiring a high effort to comply-water runtime was reduced by 23.55% (CI = 17.53%; 29.13%). The study's robust experimental design, and its emphasis on actual behavior measurement, highlight the potential of smart technology to facilitate resource conservation.