Encouraging Climate-Friendly Behaviors through a Community Energy Challenge: The Effects of Information, Feedback, and Shared Stories.

Abstract

Research suggests that changes in household behavior can play a significant role in mitigating climate change. While surveys indicate that many Americans care about climate change and believe something should be done to reduce it, a number of real and perceived barriers prevent them from acting on that concern.

This research investigated two strategies to promote engagement in climate-friendly behaviors: (1) providing feedback about the positive impact of participants’ energy-saving efforts on their carbon footprint; and (2) sharing stories about other participants’ conservation successes. A random sample of residents in a Midwest college town were invited to participate in a month-long community Energy Challenge that asked households to try to reduce their carbon footprint by 2 percent. Participants were randomly assigned to one of three treatment groups: monthly feedback, weekly feedback, and weekly feedback + stories. All participants received a booklet that gave procedural guidance and estimated carbon savings for 34 behaviors related to personal transportation, household energy use, and dietary choices. In addition, all participants were asked to track their efforts in an online log. For participants in the weekly feedback conditions, these logs estimated their total carbon savings for each week of the challenge. Weekly e-mails were sent to all groups to encourage completion of the logs. For participants in the weekly feedback + stories condition, these reminders included anecdotes about other participants’ conservation experiences.

Overall, the results suggest that the basic format of the Energy Challenge provided a supportive setting for developing new climate-friendly behaviors and increasing existing ones. The majority of participants (78 percent), regardless of treatment condition, achieved the Energy Challenge goal, with a median carbon savings of 6 percent. For some participants, weekly feedback helped reduce perceived barriers related to driving less and the perception that conserving requires sacrifice. Participants who had less prior conservation experience as well as those who received weekly feedback were more likely to engage in a broader set of climate-friendly behaviors. Finally, results from a follow-up survey suggest that most participants maintained the behaviors they adopted one month after the Energy Challenge ended.