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It’s green, I turn it on! Experimental evidence on a behavioral rebound effect in electricity demand response based on information

Author

Listed:
  • Ziemann, Niklas
  • Hoffmann, Christin
  • Kathe, Franziska
  • Müsgens, Felix

Abstract

Against the background of an increasing share of renewables in the energy system, we studied the impact of information about the electricity mix on electricity demand response. In a lab experiment, participants solved a real-effort task with or without the help of an additional electricity-demanding device. Using the device positively impacted their earnings. We implemented four treatments. In Base, we informed the participants that using the device would cause additional electricity consumption. Green and Brown contained the same information as Base plus the information that the electricity mix was predominantly based on renewable (Green) or non-renewable sources (Brown) during the experiment. In Green but Info, we gave the same information as in Green but also highlighted that each unit of electricity additionally demanded would in general stem from non-renewable sources. We find that participants in Base, Brown and Green but Info demanded significantly less electricity compared to those in Green.

Suggested Citation

  • Ziemann, Niklas & Hoffmann, Christin & Kathe, Franziska & Müsgens, Felix, 2026. "It’s green, I turn it on! Experimental evidence on a behavioral rebound effect in electricity demand response based on information," Journal of Economic Behavior & Organization, Elsevier, vol. 245(C).
    • Handle: RePEc:eee:jeborg:v:245:y:2026:i:c:s0167268126000892
    DOI: 10.1016/j.jebo.2026.107503
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    Keywords

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    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • Q21 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation - - - Demand and Supply; Prices
    • Q31 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Nonrenewable Resources and Conservation - - - Demand and Supply; Prices
    • Q40 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Energy - - - General

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