Combining economics and psychology: Does CO2 framing strengthen pro-environmental behaviors?

• Published in: Ecological economics 2023-12, Vol.214, Article 107984
• Main Authors: Collet, Charles, Gastineau, Pascal, Chèze, Benoît, Mahieu, Pierre-Alexandre, Martinez, Frédéric
• Format: Article
• Language: English
• Subjects: Cognitive science; Discrete choice experiment; Economics and Finance; Framing effect; Humanities and Social Sciences; Pro-environmental behavior; Psychological factors; Psychology
• ISSN: 0921-8009; 1873-6106
• DOI: 10.1016/j.ecolecon.2023.107984

This paper considers valence-based framing, i.e. a description of equivalent outcomes in either a positive or negative light, in order to reduce transport-related CO2 emissions. This nudge is easier to implement than more traditional tools, such as taxation, and does not rely on the stringent assumption that individuals are fully rational. The findings from a discrete choice experiment focusing on long-distance travel choice are reported herein. Results indicate that a loss framing on CO2 emissions significantly increases the respondents’ pro-environmental behaviors. Moreover, it is shown that the magnitude of the framing effect depends on individuals’ motivational orientation, and that preferences are sensitive to individuals’ psychological factors (i.e. preference for the future and environmental self-identity). •Some social psychological theories are tested in a split sample DCE on transportation.•The effect of attribute valence framing on preferences is investigated.•Loss framing on CO2 emissions strengthens pro-environmental behaviors.•But gain framing for this CO2 attribute has no significant effect.•Framing effects depend on individuals’ motivational orientation.