Carbon footprint tracking apps. Does feedback help reduce carbon emissions?

Abstract

One of the primary issues of sustainable consumption is that many individuals are uncertain about the environmental impact of their consumption choices and, consequently, they are uncertain how to adjust their habits to consume more sustainably. Carbon footprint tracking apps (CFTAs) seek to address this information gap by continuously educating consumers on their carbon emissions. Since the effectiveness of CFTAs has not yet been investigated at all, the authors developed a CFTA to explore whether and how such applications help shape consumption behavior. Over several survey rounds, 216 participants used the application to log their consumption in four main consumption domains. The results indicate that the feedback given can help decrease carbon emissions by 23%. The impact varies by consumption category, ranging from a 12% reduction in mobility to a 35% reduction in household activities. Moreover, individual traits influence the effectiveness of CFTA usage: Perceived green self-efficacy amplifies the feedback's effect, whereas a strong green self-identity diminishes it. Based on these results, the authors guide practitioners and academics on how to employ CFTAs to foster and research sustainable consumer behavior, and the authors show how to account for inter-individual differences when endorsing such apps. Future research should probe ways to boost effectiveness in specific areas and for particular personalities.