Electricity Conservation through Pro-environmental Norms and Peer Comparisons

Research proposal submitted, exploring funding options.



The study will examine how pro-environmental norms and peer comparisons influence household energy consumption. We will conduct randomized controlled trials (RCTs) to understand the effects of three policy instruments to evoke consumers’ environmental concerns, leveraging their prosocial and pro-environmental preferences.

The research is expected to demonstrate whether providing information and feedback on a specific resource-intense behavior can be a powerful tool to achieve energy efficiency. It will shed light not only on the issues of overconsumption of energy as well as the issues of clean energy and climate change mitigation.

It will help governments to manage energy demand and conserve energy while achieving sustainable development goals (SDGs) and meeting the obligation to the United Nations Framework Convention on Climate Change (UNFCCC) in dealing with greenhouse gas emissions mitigation. Moreover, employing prosocial and pro-environmental preferences to reduce electricity use may exert a positive impact on climate change in the long run.