I agree that the provincial norm would have more power in places like a church. For instance, if I go to a church (which is rarely) I know that I have to dress appropriately, if I want to fit in (I do not want people staring at me). Therefore, following the norms of a local place is a rational and effective step to take, since we do not want to become outcasts. Provincial norms can even overpower global norms sometimes. I think that appealing to provincial norms will be an effective way to promote environmental friendly behavior, since telling people that their community recycles can be effective like reusing the towels in the hotel.
