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Making Small Numbers Count: Environmental and Financial Feedback in Promoting Eco-driving Behaviours

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  • Ebru Dogan

  • Jan Bolderdijk
  • Linda Steg

Abstract

Energy conservation results in environmental (reduced emissions) and financial (reduced costs) savings. Consumers’ perception of the worthiness of changes in behaviour may differ depending on whether environmental or financial savings are emphasized. The current study investigated the effects of using either environmental or financial feedback in the context of eco-driving. Participants evaluated six scenarios describing different eco-driving behaviours. Participants in experimental groups were informed about either the environmental or financial savings realized by adopting the behaviours. A control group did not receive information on possible savings. Results indicated that, unlike commonly assumed, environmental savings are considered more worthwhile than commensurate financial savings. Yet, intentions to adopt eco-driving behaviours were mainly sensitive to the presence of feedback per se, rather than the content of feedback. We discuss the theoretical and practical implications of these findings. Copyright Springer Science+Business Media New York 2014

Suggested Citation

  • Ebru Dogan & Jan Bolderdijk & Linda Steg, 2014. "Making Small Numbers Count: Environmental and Financial Feedback in Promoting Eco-driving Behaviours," Journal of Consumer Policy, Springer, vol. 37(3), pages 413-422, September.
    • Handle: RePEc:kap:jcopol:v:37:y:2014:i:3:p:413-422
    DOI: 10.1007/s10603-014-9259-z
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    9. Sanguinetti, Angela, 2018. "Onboard Feedback to Promote Eco-Driving: Average Impact and Important Features," Institute of Transportation Studies, Working Paper Series qt99m5j3q7, Institute of Transportation Studies, UC Davis.
    10. Rey-Moreno, Manuel & Medina-Molina, Cayetano, 2020. "Dual models and technological platforms for efficient management of water consumption," Technological Forecasting and Social Change, Elsevier, vol. 150(C).
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    13. Sheng, Xushan & Zhang, Xiaoling & Huang, Yali & Zhou, Xinyue, 2026. "Going green for Eco or Ego? A meta-analysis of the comparative effects of environmental appeals and personal appeals on pro-environmental outcomes," Ecological Economics, Elsevier, vol. 239(C).
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    15. B. T. Seger & J. Burkhardt & F. Straub & S. Scherz & G. Nieding, 2023. "Reducing the Individual Carbon Impact of Video Streaming: A Seven-Week Intervention Using Information, Goal Setting, and Feedback," Journal of Consumer Policy, Springer, vol. 46(2), pages 137-153, June.
    16. Sloot, Daniel & Scheibehenne, Benjamin, 2022. "Understanding the financial incentive conundrum: A meta-analysis of the effectiveness of financial incentive interventions in promoting energy conservation behavior," Renewable and Sustainable Energy Reviews, Elsevier, vol. 168(C).
    17. Kacperski, Celina & Ulloa, Roberto & Klingert, Sonja & Kirpes, Benedikt & Kutzner, Florian, 2022. "Impact of incentives for greener battery electric vehicle charging – A field experiment," Energy Policy, Elsevier, vol. 161(C).
    18. Schoch, Jennifer & Gaerttner, Johannes & Schuller, Alexander & Setzer, Thomas, 2018. "Enhancing electric vehicle sustainability through battery life optimal charging," Transportation Research Part B: Methodological, Elsevier, vol. 112(C), pages 1-18.
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    20. Jiangchi Zhang & Chaowu Xie & Alastair M. Morrison & Kun Zhang, 2020. "Fostering Resident Pro-Environmental Behavior: The Roles of Destination Image and Confucian Culture," Sustainability, MDPI, vol. 12(2), pages 1-17, January.
    21. Aaron Deslatte, 2020. "To shop or shelter? Issue framing effects and social-distancing preferences in the COVID-19 pandemic," Journal of Behavioral Public Administration, Center for Experimental and Behavioral Public Administration, vol. 3(1).
    22. Shimpei Iwasaki & Samuel Franssens & Siegfried Dewitte & Florian Lange, 2021. "Evaluating the Effect of Framing Energy Consumption in Terms of Losses versus Gains on Air-Conditioner Use: A Field Experiment in a Student Dormitory in Japan," Sustainability, MDPI, vol. 13(8), pages 1-9, April.
    23. Hafner, Rebecca J. & Elmes, David & Read, Daniel, 2019. "Promoting behavioural change to reduce thermal energy demand in households: A review," Renewable and Sustainable Energy Reviews, Elsevier, vol. 102(C), pages 205-214.
    24. Daniel, Aemiro Melkamu, 2020. "Towards Sustainable Energy Consumption Electricity Demand Flexibility and Household Fuel Choice," Umeå Economic Studies 971, Umeå University, Department of Economics.
    25. Brandsma, Jeroen S. & Blasch, Julia E., 2019. "One for all? – The impact of different types of energy feedback and goal setting on individuals’ motivation to conserve electricity," Energy Policy, Elsevier, vol. 135(C).

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