For cash, the planet, or for both: Evaluating an informational intervention for energy consumption reduction

Reductions in residential energy demand (especially by high-consuming households) are critical for climate change mitigation. Interventions that inform people about their energy use and its consequences may encourage them to reduce energy consumption, but such informational interventions have not always been found to be effective. In addition, little is known about the factors that determine the effectiveness of informational interventions. Here, we examined the effect of an informational intervention campaign on household energy use (electricity and gas) in Mechelen, Belgium. Neighborhoods were randomized to different variants of the intervention that emphasized the monetary, environmental, or monetary and environmental consequences of saving energy. Across a three-year study period, we observed significantly larger reductions (two additional percentage points) in gas consumption in the intervention city than in four comparable control cities. This effect was largely driven by reductions in neighborhoods with high baseline levels of gas consumption. No substantial changes were found between neighborhoods that received monetary information, environmental information, or both. Our findings support the effectiveness of informational interventions for the reduction of energy use, point to the special role of high-consuming households, and can inform the design of future intervention campaigns.