Spillover effects from energy conservation goal-setting: A field intervention study

Abstract

Behavioural spillover, in which initial behaviour undertaken by individuals leads to other behaviours, has attracted attention of environmental policymakers. We propose to understand behavioural spillover of goal-setting using a goal theoretical perspective. Using a randomized controlled trial, this study examines and compares spillover effects – from electricity-saving to water-saving – of three types of goal-setting intervention. In a field experiment carried out in Singapore, 150 households were randomly assigned to the control group or one of three treatment groups – where they set electricity-saving goal by themselves (SG), were assigned a 10% goal (AG), or were assigned a 10% goal with a guarantee of a monetary reward for goal achievement (AGM). An electricity consumption reportwas also provided weekly to participants in the treatment groups during the six weeks of intervention; participants in the control group received no information. We found that all the three types of goal-setting intervention significantly reduced participants’ electricity consumption. Participants in the SG group recorded a positive spillover effect to water-saving; however, no spillover was found in the AG and AGM groups. Finally, limited evidence was found that shows that goal commitment can moderate the spillover effect. Hence, the self-set goal is preferred to promote positive spillover and these results reduce the concern that monetary incentive could trigger negative spillover.