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Peer-to-Peer Solar and Social Rewards: Evidence from a Field Experiment

Author

Listed:
  • Stefano Carattini
  • Kenneth Gillingham
  • Xiangyu Meng
  • Erez Yoeli

Abstract

Observability has been demonstrated to influence the adoption of pro-social behavior in a variety of contexts. This study implements a field experiment to examine the influence of observability in the context of a novel pro-social behavior: peer-to-peer solar. Peer-to-peer solar offers an opportunity to households who cannot have solar on their homes to access solar energy from their neighbors. However, unlike solar installations, peer-to-peer solar is an invisible form of pro-environmental behavior. We implemented a set of randomized campaigns using Facebook ads in the Massachusetts cities of Cambridge and Somerville, in partnership with a peer-to-peer company. In the campaigns, treated customers were informed that they could share “green reports” online, providing information to others about their greenness. We find that interest in peer-to-peer solar increases by up to 30% when “green reports,” which would make otherwise invisible behavior visible, are mentioned in the ads.

Suggested Citation

  • Stefano Carattini & Kenneth Gillingham & Xiangyu Meng & Erez Yoeli, 2022. "Peer-to-Peer Solar and Social Rewards: Evidence from a Field Experiment," CESifo Working Paper Series 10173, CESifo.
    • Handle: RePEc:ces:ceswps:_10173
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    References listed on IDEAS

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    More about this item

    Keywords

    peer to peer solar; pro-environmental behavior; social rewards; visibility; Facebook;
    All these keywords.

    JEL classification:

    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • Q20 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation - - - General

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