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Monetary or environmental appeals for saving electricity? –Potentials for spillover on low carbon policy acceptability

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  • Steinhorst, Julia
  • Matthies, Ellen

Abstract

The acceptability of low carbon policies is an important precondition for energy system transitions, such as the German Energiewende. This long-term experimental study examines the potential for behavioural spillover on the acceptability of low carbon policies, caused by a framed intervention to promote electricity saving behaviour. Clients of a German energy provider were randomly assigned to continuously receive electricity saving tips with either monetary framing (saving potential in €) or environmental framing (saving potential in CO2). The control group did not receive any information. In two follow-up surveys, four (N=333) and nine months (N=258) later, participants rated the acceptability of several low carbon policies. A pre-survey assessed the personal ecological norm for saving electricity. Participants with strong personal ecological norms reported generally higher policy acceptability. After environmental framing they also indicated higher acceptability compared to the monetary framing or control group. These results indicate that information campaigns should be designed carefully in order to promote positive spillover effects. Environmental framing of private-sphere behaviour can increase the disposition for further pro-environmental behaviour in the public sphere, e.g. policy acceptability. When appealing to monetary benefits in pro-environmental behaviour, there is a risk of inhibiting positive spillover effects.

Suggested Citation

  • Steinhorst, Julia & Matthies, Ellen, 2016. "Monetary or environmental appeals for saving electricity? –Potentials for spillover on low carbon policy acceptability," Energy Policy, Elsevier, vol. 93(C), pages 335-344.
    • Handle: RePEc:eee:enepol:v:93:y:2016:i:c:p:335-344
    DOI: 10.1016/j.enpol.2016.03.020
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    Cited by:

    1. Sylwia Słupik & Joanna Kos-Łabędowicz & Joanna Trzęsiok, 2021. "How to Encourage Energy Savings Behaviours? The Most Effective Incentives from the Perspective of European Consumers," Energies, MDPI, vol. 14(23), pages 1-25, November.
    2. Jia Wang & Yangli Gu & Haohang Xin & Xiaomei Wang, 2022. "Influence of Appeal Type and Message Framing on Residents’ Intent to Engage in Pro-Environmental Behavior," IJERPH, MDPI, vol. 19(23), pages 1-27, November.
    3. Picard, Julien & Banerjee, Sanchayan, 2023. "Behavioural spillovers unpacked: estimating the side effects of social norm nudges," LSE Research Online Documents on Economics 120566, London School of Economics and Political Science, LSE Library.
    4. Bin Zhao & Xin Huangfu, 2023. "The More Training, the More Willingness? A Positive Spillover Effect Analysis of Voluntary Behavior in Environmental Protection," Sustainability, MDPI, vol. 15(13), pages 1-16, June.
    5. McAndrew, Ryan & Mulcahy, Rory & Gordon, Ross & Russell-Bennett, Rebekah, 2021. "Household energy efficiency interventions: A systematic literature review," Energy Policy, Elsevier, vol. 150(C).
    6. Wang, Yao & Lin, Boqiang & Li, Minyang, 2021. "Is household electricity saving a virtuous circle? A case study of the first-tier cities in China," Applied Energy, Elsevier, vol. 285(C).
    7. Yang Yang & Xiaodong Sun & Lingli Hu & Yuzhu Ma & He Bu, 2023. "How Ski Tourism Involvement Promotes Tourists’ Low-Carbon Behavior?," Sustainability, MDPI, vol. 15(13), pages 1-16, June.
    8. Mi, Lingyun & Gan, Xiaoli & Sun, Yuhuan & Lv, Tao & Qiao, Lijie & Xu, Ting, 2021. "Effects of monetary and nonmonetary interventions on energy conservation: A meta-analysis of experimental studies," Renewable and Sustainable Energy Reviews, Elsevier, vol. 149(C).
    9. Lei, Xiao & Chen, Xueli & Zhang, Bin, 2024. "Unleashing the spillover potential: Exploring the role of technology-seeking investment in driving green innovation of host countries," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    10. Emma Ejelöv & Andreas Nilsson, 2020. "Individual Factors Influencing Acceptability for Environmental Policies: A Review and Research Agenda," Sustainability, MDPI, vol. 12(6), pages 1-14, March.
    11. Isoaho, Karoliina & Karhunmaa, Kamilla, 2019. "A critical review of discursive approaches in energy transitions," Energy Policy, Elsevier, vol. 128(C), pages 930-942.
    12. Yanchao Feng & Yong Geng & Zhou Liang & Qiong Shen & Xiqiang Xia, 2021. "Research on the Impacts of Heterogeneous Environmental Regulations on Green Productivity in China: The Moderating Roles of Technical Change and Efficiency Change," IJERPH, MDPI, vol. 18(21), pages 1-21, October.
    13. Yan Liu & Rong Liu & Xin Jiang, 2019. "What drives low-carbon consumption behavior of Chinese college students? The regulation of situational factors," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 95(1), pages 173-191, January.
    14. Yang, Xisi & Thøgersen, John, 2022. "When people are green and greedy: A new perspective of recycling rewards and crowding-out in Germany, the USA and China," Journal of Business Research, Elsevier, vol. 144(C), pages 217-235.
    15. Jieqiong Wang & Shichao Hu & Ziyi Zhang, 2023. "Does Environmental Regulation Promote Eco-Innovation Performance of Manufacturing Firms?—Empirical Evidence from China," Energies, MDPI, vol. 16(6), pages 1-18, March.

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