Monetary or environmental appeals for saving electricity? –Potentials for spillover on low carbon policy acceptability

Abstract

The acceptability of low carbon policies is an important precondition for energy system transitions, such as the German Energiewende. This long-term experimental study examines the potential for behavioural spillover on the acceptability of low carbon policies, caused by a framed intervention to promote electricity saving behaviour. Clients of a German energy provider were randomly assigned to continuously receive electricity saving tips with either monetary framing (saving potential in €) or environmental framing (saving potential in CO2). The control group did not receive any information. In two follow-up surveys, four (N=333) and nine months (N=258) later, participants rated the acceptability of several low carbon policies. A pre-survey assessed the personal ecological norm for saving electricity. Participants with strong personal ecological norms reported generally higher policy acceptability. After environmental framing they also indicated higher acceptability compared to the monetary framing or control group. These results indicate that information campaigns should be designed carefully in order to promote positive spillover effects. Environmental framing of private-sphere behaviour can increase the disposition for further pro-environmental behaviour in the public sphere, e.g. policy acceptability. When appealing to monetary benefits in pro-environmental behaviour, there is a risk of inhibiting positive spillover effects.