Making Small Numbers Count: Environmental and Financial Feedback in Promoting Eco-driving Behaviours

Energy conservation results in environmental (reduced emissions) and financial (reduced costs) savings. Consumers’ perception of the worthiness of changes in behaviour may differ depending on whether environmental or financial savings are emphasized. The current study investigated the effects of using either environmental or financial feedback in the context of eco-driving. Participants evaluated six scenarios describing different eco-driving behaviours. Participants in experimental groups were informed about either the environmental or financial savings realized by adopting the behaviours. A control group did not receive information on possible savings. Results indicated that, unlike commonly assumed, environmental savings are considered more worthwhile than commensurate financial savings. Yet, intentions to adopt eco-driving behaviours were mainly sensitive to the presence of feedback per se, rather than the content of feedback. We discuss the theoretical and practical implications of these findings.