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Moral licensing and rebound effects in the residential lighting area: An experimental study

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  • Eberling, Elisabeth
  • Dütschke, Elisabeth
  • Eckartz, Katharina Marie
  • Schuler, Johannes

Abstract

Rebound effects reduce the energy demand reduction from energy efficiency in-creases. Understanding the underlying mechanisms is therefore crucial. A poten-tial driver is moral licensing, a cognitive process by which individuals justify im-moral behaviour (e.g., using more and brighter lights) by having previously en-gaged in moral behaviour (e.g., switching to a more efficient lighting). Since em-pirical research on this topic is rare, we conducted an experimental study: Partic-ipants (n=491) chose between three LEDs, which were all more energy-efficient than their current one. For investigating moral licensing, the perceived environ-mental behaviour of the participants was manipulated by a previous assessment of their own past environmental behaviour: Treatment easy (1) provided the im-pression of highly environmental behaviours, treatment difficult (2) the impression of a less environmentally friendly behaviour. A control group (3) focused on lei-sure time behaviours. Overall, we are able to demonstrate rebound effects in LED choice and find effects of the manipulation on the moral self-perception. However, we do not find significant patterns regarding treatment condition and LED choice. On the contrary, in both treatments, easy (1) and difficult (2), individuals tended to show more environmental friendly choices. These results suggest that bringing environmental behaviours to people's mind could contribute to weakening re-bound effects in general.

Suggested Citation

  • Eberling, Elisabeth & Dütschke, Elisabeth & Eckartz, Katharina Marie & Schuler, Johannes, 2019. "Moral licensing and rebound effects in the residential lighting area: An experimental study," Working Papers "Sustainability and Innovation" S09/2019, Fraunhofer Institute for Systems and Innovation Research (ISI).
    • Handle: RePEc:zbw:fisisi:s092019
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    References listed on IDEAS

    as
    1. Schleich, Joachim & Mills, Bradford & Dütschke, Elisabeth, 2014. "A brighter future? Quantifying the rebound effect in energy efficient lighting," Energy Policy, Elsevier, vol. 72(C), pages 35-42.
    2. repec:hal:gemwpa:hal-00991732 is not listed on IDEAS
    3. Anne Joosten & Marius Dijke & Alain Hiel & David Cremer, 2014. "Feel Good, Do-Good!? On Consistency and Compensation in Moral Self-Regulation," Journal of Business Ethics, Springer, vol. 123(1), pages 71-84, August.
    4. Dütschke, Elisabeth & Frondel, Manuel & Schleich, Joachim & Vance, Colin, 2018. "Moral licensing: Another source of rebound?," Ruhr Economic Papers 747, RWI - Leibniz-Institut für Wirtschaftsforschung, Ruhr-University Bochum, TU Dortmund University, University of Duisburg-Essen.
    5. A. Greening, Lorna & Greene, David L. & Difiglio, Carmen, 2000. "Energy efficiency and consumption -- the rebound effect -- a survey," Energy Policy, Elsevier, vol. 28(6-7), pages 389-401, June.
    6. Dorner, Zack, 2019. "A behavioral rebound effect," Journal of Environmental Economics and Management, Elsevier, vol. 98(C).
    7. Jeffrey B. Dahmus, 2014. "Can Efficiency Improvements Reduce Resource Consumption?," Journal of Industrial Ecology, Yale University, vol. 18(6), pages 883-897, December.
    8. Santarius, Tilman & Soland, Martin, 2018. "How Technological Efficiency Improvements Change Consumer Preferences: Towards a Psychological Theory of Rebound Effects," Ecological Economics, Elsevier, vol. 146(C), pages 414-424.
    9. Zack Dorner, 2017. "A Behavioural Rebound Effect: Results from a laboratory experiment," Monash Economics Working Papers 17-17, Monash University, Department of Economics.
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    Cited by:

    1. Simon Mathex & Lisette Ibanez & Raphaële Préget, 2023. "Distinguishing economic and moral compensation in the rebound effect: A theoretical and experimental approach," Working Papers hal-04071161, HAL.

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