Do effects of theoretical training and rewards for energy-efficient behavior persist over time and interact? A natural field experiment on eco-driving in a company fleet

Increasing energy efficiency is a cornerstone of policy initiatives to tackle climate change and increase corporate sustainability. Convincing people to drive more fuel-efficiently (“eco-driving”) is often an integral part of these approaches, especially in the transport sector. But there is a lack of studies on the long-term persistence and potential interaction of the effects of incentives and training on energy conservation behavior in general and eco-driving behavior in particular. We address this gap with a twelve months long natural field experiment in a logistics company to analyze the time-dependent and potentially interacting effects of rewards and theoretical training for eco-driving on fuel consumption in a real-world setting. We find an immediate reduction of fuel consumption following the introduction of a non-monetary reward and an attenuation of this effect over time. Theoretical eco-driving training shows no effect, neither short-term nor long-term, highlighting the often neglected necessity to include practical training elements. Contrary to common assumptions, the interaction of incentives and theoretical training does not show an additional reduction effect. Our results demonstrate the difficulty of changing engrained behavior and habits, and underline the need for a careful selection and combination of interventions. Policy implications for public and private actors are discussed.