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Can social information programs be more effective? The role of environmental identity for energy conservation

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  • Bonan, Jacopo
  • Cattaneo, Cristina
  • d’Adda, Giovanna
  • Tavoni, Massimo

Abstract

Social information programs are widely used to nudge behavioural change. Their effectiveness strongly depends on household and individual traits. The existing evidence in economics and psychology points to the role of environmental values and identity in determining pro-environmental behavior and the impact of social information. In a large field experiment on household energy conservation, we combine electricity metering and survey data to test whether the impact of a social information program can be strengthened by leveraging environmental values and identity. We experimentally augment social information messages with an environmental self-identity prime. The self-identity prime does not strengthen the effectiveness of a social information program on average. Nonetheless, we find suggestive evidence that priming environmental self-identity can be effective if targeted to specific sub-groups.

Suggested Citation

  • Bonan, Jacopo & Cattaneo, Cristina & d’Adda, Giovanna & Tavoni, Massimo, 2021. "Can social information programs be more effective? The role of environmental identity for energy conservation," Journal of Environmental Economics and Management, Elsevier, vol. 108(C).
    • Handle: RePEc:eee:jeeman:v:108:y:2021:i:c:s0095069621000504
    DOI: 10.1016/j.jeem.2021.102467
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    3. Jakob Enlund & David Andersson & Fredrik Carlsson, 2023. "Individual Carbon Footprint Reduction: Evidence from Pro-environmental Users of a Carbon Calculator," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 86(3), pages 433-467, November.
    4. Ewa Jaska & Agnieszka Werenowska & Agata Balińska, 2022. "Environmentally and Socially Sustainable Behaviors of Generation Z in Poland Stimulated by Mobile Applications," Energies, MDPI, vol. 15(21), pages 1-16, October.
    5. Chlond, Bettina & Goeschl, Timo & Kesternich, Martin & Werthschulte, Madeline, 2024. "Transporting behavioral insights to low-income household: A field experiment on energy efficiency investmen," ZEW Discussion Papers 24-079, ZEW - Leibniz Centre for European Economic Research.
    6. Bonan, Jacopo & Curzi, Daniele & D'Adda, Giovanna & Ferro, Simone, 2023. "Climate Change Salience and Electricity Consumption: Evidence from Twitter Activity," RFF Working Paper Series 23-34, Resources for the Future.
    7. He, Shutong & Blasch, Julia & Robinson, Peter John & van Beukering, Pieter, 2024. "Social comparison feedback in decision-making context: Environmental externality levels and psychological traits matter," Ecological Economics, Elsevier, vol. 216(C).
    8. Fanghella, Valeria & D'Adda, Giovanna & Tavoni, Massimo, 2022. "Evaluating the impact of technological renovation and competition on energy consumption in the workplace," Journal of Environmental Economics and Management, Elsevier, vol. 114(C).
    9. Bonan, J. & Cattaneo, C. & d’Adda, G. & Galliera, A. & Tavoni, M., 2024. "Widening the scope: The direct and spillover effects of nudging water efficiency in the presence of other behavioral interventions," Journal of Environmental Economics and Management, Elsevier, vol. 127(C).
    10. Gleue, Marvin & Harrs, Sören & Feldhaus, Christoph & Löschel, Andreas, 2024. "Identity and voluntary efforts for climate protection," Journal of Economic Behavior & Organization, Elsevier, vol. 221(C), pages 436-476.
    11. Suri, Dominik & Bongers, Niklas & Kube, Sebastian, 2025. "Is pro-environmental effort affected by information about others’ behavior?," Ecological Economics, Elsevier, vol. 228(C).
    12. Stefano Clò & Tommaso Reggiani & Sabrina Ruberto, 2023. "Consumption feedback and water saving: An experiment in the metropolitan area of Milan," MUNI ECON Working Papers 2023-02, Masaryk University, revised Aug 2024.

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    More about this item

    Keywords

    Energy consumption; Environmental identity; Social norms; RCT;
    All these keywords.

    JEL classification:

    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • Q49 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Energy - - - Other

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