Framing energy-efficiency programs: A survey experiment

Abstract

In the U.S., many low- and moderate-income households live in energy-inefficient homes and are burdened by energy bills. Although energy-efficiency home improvement programs are long-term solutions for home energy problems, the take-up of income-eligible energy-efficiency programs can be low. This study investigates how information framing affects low- and moderate-income individuals' willingness to participate in energy-efficiency programs in the U.S. as informed by prospect theory and regulatory focus theory. The author used a survey experiment to test how framing free energy-efficiency programs as helping homeowners avoid monetary losses versus framing programs as providing energy savings affects respondents' interest in program participation. Results from a national sample of homeowners pre-stratified by income (N = 1590) suggest that gain-framed messages are more effective in encouraging take-up willingness among moderate-income homeowners than loss-framed messages. At the same time, framing's effect on take-up willingness is statistically insignificant among low-income homeowners. Stress about paying energy bills also predicts willingness to take up energy-efficiency programs with statistical significance. This study contributes to helping policymakers customize information about energy-efficiency programs with different framings for individuals across the income strata.