Pay now, save later: Using insights from behavioural economics to commit consumers to environmental sustainability
نویسندگان
چکیده
Focusing on delayed outcomes facilitates goal pursuit, but people exhibit a clear preference for immediate outcomes. Introducing incentives (rewards or penalties) that are contingent later performance can act as commitment device to facilitate long-term pursuit. Here we apply these behavioural insights the design of incentive-based electricity products aim commit consumers conserve electricity. Such often effective in lowering consumption levels, their uptake among is relatively low. Across two experimental studies, tested consumer acceptance three novel applied combination rewards and penalties homes. Results show were less likely choose offer an upfront reward (combined with penalty applies upon failing reach conservation target). Our results further indicate this may be case because perceived device. Thus, while devices does not seem context conservation. Moreover, individual differences predicted choices products: Individual levels loss aversion temporal discounting tariff choices, mediated by attractiveness incentive effectiveness. findings highlight potential designing behaviourally-informed energy well market innovative tariffs designed help goals.
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ژورنال
عنوان ژورنال: Journal of Environmental Psychology
سال: 2021
ISSN: ['0272-4944', '1522-9610']
DOI: https://doi.org/10.1016/j.jenvp.2021.101625