Voluntary citizen participation in carbon allowance markets: the role of norm-based motivation

The results from a semi-experimental study of Swedish students' stated willingness to purchase emission allowances for carbon dioxide are presented. Drawing heavily on recent developments in the literature on integrating norm-motivated behaviour into neoclassical consumer theory, it is assumed that individuals have a preference for maintaining a self-image as a responsible (and thus norm-compliant) person. The results indicate that students' willingness to purchase carbon allowances is determined by both price and the presence of norms: those who feel personally responsible for contributing to reducing climate damages also appear more inclined to buy allowances. The empirical findings are consistent with the notion that a person's beliefs about others' stated willingness to purchase carbon allowances imply improvements in their own self-image and ultimately behavioural change. This suggests that information campaigns that attempt to influence beliefs about others' intentions could promote 'green' consumer behaviour in the carbon allowance market. Such (stated) behaviour also appears to be influenced by a person's awareness of the problem of climate change and their beliefs about their own ability to contribute to solving it. Policy relevance Although there is a concern that public goods such as reduced climate change may be under-provided in the free market, individual concern for the environment occasionally has profound impacts on consumer choice and voluntary action. This research suggests that information campaigns that attempt to influence beliefs about others' intentions could promote 'green' consumer behaviour in carbon allowance markets. Publicly-provided information about the impacts of climate change and the ways in which these damages stem from individual choices could also induce this type of behaviour.