California Air Resources Board

This study uses behavioral science to develop recommendations for incentivizing lower-polluting consumer choices. To achieve this, we first sought to understand the motivations that underpin consumers' choices of higher-polluting products and services. We used the Green Bundle framework as a guide to evaluate and synthesize the published research literature on statistically significant behavior interventions for promoting environmentally conscious consumer choices. We analyzed a decade of research published between 2012 and 2023, focusing on behavioral interventions that reduce polluting consumption behavior and reported quantitative data. We found that successful interventions often emphasize private benefits, such as higher product quality, financial incentives, and positive social aspects, rather than solely focusing on environmental benefits. One way policymakers can promote sustainable consumption is through public education campaigns that highlight the individual advantages of eco-friendly choices. These campaigns can leverage multiple communication platforms, including websites, social media, and advertisements, to educate consumers about the personal benefits of sustainable practices, such as cost savings and improved health. By enhancing consumer awareness and knowledge, these initiatives empower individuals to make informed decisions that align with their interests. In addition to developing policy recommendations, we used framing, a tool from behavioral science to design experiments that evaluate the efficacy of different email message wordings in increasing research seminar attendance behavioral intentions. This study's findings can inform policymakers and organizations in developing effective policies and communication strategies to promote eco-friendly consumer behavior.

For more information on this project, visit the project page.