- We conducted a field study with 154 apartments investigating side effects of an environmental campaign
- Study participants exposed to the water conservation campaign increased their electricity consumption relative to the control group
Isolated environmental campaigns focusing on defined target behaviors are rolled out to millions of households every year. Yet it is still unclear whether these programs trigger cross-domain adoption of additional environment-friendly behaviors (positive spillover) or reduced engagement elsewhere. A thorough evaluation of the real net performance of these programs is lacking. This project investigates whether positive or perverse side effects dominate by exemplifying the impact of a water conservation campaign on electricity consumption.
The study draws on daily water (10,780 data points) and weekly electricity (1,386 data points) consumption data of 154 apartments in a controlled field experiment at a multifamily residence.
Residents who received weekly feedback on their water consumption lowered their water use (6.0% on average), but at the same time increased their electricity consumption by 5.6% compared with control subjects. Income effects can be excluded. While follow-up research is needed on the precise mechanism of the psychological process at work, the findings are consistent with the concept of moral licensing, which can more than offset the benefits of focused energy efficiency campaigns, at least in the short-term.
Tiefenbeck, V., Staake, T., Roth, K., Sachs, O. (2013), For better or for worse? Empirical evidence of moral licensing in a behavioral energy conservation campaign. Energy Policy 57, pp. 160-171
Verena Tiefenbeck, Thorsten Staake
Partners: Fraunhofer Center for Sustainable Energy Systems, Corcoran Management Company (property management)
Overcoming Salience Bias: The Power of Real-Time Feedback at the Point of Use
Energy Conservation in the Absence of Volunteer Selection Bias and Monetary Incentives
Feedback, Fast and Slow: Effect of Live vs. Outcome Feedback
Don't Kill the Polar Bear: Symbolic Representation in Energy Efficiency Programs
Moral Licensing: Evidence from a Field Study
Adoption and Usage: Consumer Interaction with Green IS
For further information or if you have any questions please do not hesitate to contact us.