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Large and persistent effects of green energy defaults in the household and business sectors

Author

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  • Ulf Liebe

    (University of Warwick)

  • Jennifer Gewinner

    (ETH Zurich)

  • Andreas Diekmann

    (ETH Zurich
    University of Leipzig)

Abstract

Non-monetary incentives that encourage pro-environmental behaviour can contribute to combating climate change. Here, we investigated the effect of green energy defaults in the household and business sectors. In two large-scale field studies in Switzerland of over 200,000 households and 8,000 enterprises, we found that presenting renewable energy to existing customers as the standard option led to around 80% of the household and business sector customers staying with the green default, and the effects were largely stable over a time span of at least four years. Electricity consumption had only a weak effect on default acceptance. Our data do not indicate moral licensing: accepting the green default did not lead to a disproportionate increase in electricity consumption. Compared with men, women in both the household and business sectors were slightly more likely to accept the green default. Overall, non-monetary incentives can be highly effective in both the household and business sectors.

Suggested Citation

  • Ulf Liebe & Jennifer Gewinner & Andreas Diekmann, 2021. "Large and persistent effects of green energy defaults in the household and business sectors," Nature Human Behaviour, Nature, vol. 5(5), pages 576-585, May.
    • Handle: RePEc:nat:nathum:v:5:y:2021:i:5:d:10.1038_s41562-021-01070-3
    DOI: 10.1038/s41562-021-01070-3
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    Cited by:

    1. L. Lades & F. Nova, 2024. "Ethical Considerations When Using Nudges to Reduce Meat Consumption: an Analysis Through the FORGOOD Ethics Framework," Journal of Consumer Policy, Springer, vol. 47(1), pages 1-19, March.
    2. Dominik Bär & Stefan Feuerriegel & Ting Li & Markus Weinmann, 2023. "Message framing to promote solar panels," Nature Communications, Nature, vol. 14(1), pages 1-9, December.
    3. Grieder, Manuel & Schmitz, Jan & Schubert, Renate, 2024. "Asking to give: coordinated fundraising and giving," VfS Annual Conference 2024 (Berlin): Upcoming Labor Market Challenges 302438, Verein für Socialpolitik / German Economic Association.
    4. Leonhard Lades & Federica Nova, 2022. "Ethical Considerations when using Behavioural Insights to Reduce Peoples Meat Consumption," Working Papers 202209, Geary Institute, University College Dublin.
    5. Gordon Rausser & Wadim Strielkowski & Grzegorz Mentel, 2023. "Consumer Attitudes toward Energy Reduction and Changing Energy Consumption Behaviors," Energies, MDPI, vol. 16(3), pages 1-5, February.
    6. Rita Abdel Sater, 2021. "Essays on the application of behavioural insights to environmental policy [Essais sur l’application des connaissances comportementales aux politiques environnementales]," SciencePo Working papers tel-03450909, HAL.
    7. Danuta Miłaszewicz, 2022. "Survey Results on Using Nudges for Choice of Green-Energy Supplier," Energies, MDPI, vol. 15(7), pages 1-19, April.
    8. Singhal, Puja & Pahle, Michael & Kalkuhl, Matthias & Levesque, Antoine & Sommer, Stephan & Berneiser, Jessica, 2022. "Beyond good faith: Why evidence-based policy is necessary to decarbonize buildings cost-effectively in Germany," Energy Policy, Elsevier, vol. 169(C).
    9. Rita Abdel Sater, 2021. "Essays on the application of behavioural insights to environmental policy [Essais sur l’application des connaissances comportementales aux politiques environnementales]," SciencePo Working papers Main tel-03450909, HAL.
    10. Akın, Zafer, 2023. "Direct lying or playing the victim? An experimental study," Journal of Economic Behavior & Organization, Elsevier, vol. 216(C), pages 150-169.
    11. Akin, Zafer, 2022. "Playing the victim behavior: an experimental study," MPRA Paper 115532, University Library of Munich, Germany.
    12. Alejandro Sánchez Ibáñez & María de las Mercedes Franco Hidalgo-Chacón & Eleuterio A. Sánchez-Romero & Juan Nicolás Cuenca-Zaldivar, 2022. "Situation of Physiotherapy Clinics in the Community of Madrid in Relation to the Concept of Sustainability: A Survey Study," Sustainability, MDPI, vol. 14(24), pages 1-18, December.
    13. Wachner, Jonas & Adriaanse, Marieke & Hoven, Mariette van den & de Ridder, Denise, 2022. "Does default organ donation registration compromise autonomous choice? Public responses to a new donor registration system," Health Policy, Elsevier, vol. 126(9), pages 899-905.
    14. Meier, Johanna & Andor, Mark A. & Doebbe, Friederike C. & Haddaway, Neal R. & Reisch, Lucia A., 2022. "Review: Do green defaults reduce meat consumption?," Food Policy, Elsevier, vol. 110(C).
    15. Rabaa, Simon & Geisendorf, Sylvie & Wilken, Robert, 2022. "Why change does (not) happen: Understanding and overcoming status quo biases in climate change mitigation," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 45(1), pages 100-134.

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