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Killing the bill: The interplay of social comparisons and financial information on preferences for electricity-saving behaviors

Author

Listed:
  • Fabien Giauque
  • Mehdi Farsi
  • Sylvain Weber
  • Michael Puntiroli

Abstract

Using a discrete choice experiment (DCE), we analyze how social comparisons and financial information influence households' preferences and trade-offs among three sustainable electricity demand behaviors: conservation actions, efficiency investments, and purchasing a green power mix. Our results show that while a strong majority favors sustainable behaviors over inaction, both interventions significantly increase the likelihood of choosing inaction. Heterogeneity analyses reveal that this negative effect is driven by households with above-average consumption. Furthermore, our findings highlight conflicting motivational mechanisms, suggesting that financial information within normative messages may crowd out intrinsic motivation.

Suggested Citation

  • Fabien Giauque & Mehdi Farsi & Sylvain Weber & Michael Puntiroli, 2025. "Killing the bill: The interplay of social comparisons and financial information on preferences for electricity-saving behaviors," IRENE Working Papers 25-02, IRENE Institute of Economic Research.
    • Handle: RePEc:irn:wpaper:25-02
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    More about this item

    Keywords

    Electricity-saving behaviors; households' preferences; social comparisons; financial information; discrete choice experiment; mixed logit (MXL) model; crowding out effect;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • Q48 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Energy - - - Government Policy

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