Do green nudges affect “green curtains”? Results from a field experiment in Japan

IF 3.7 Q2 ENVIRONMENTAL SCIENCES
Kazuma Murakami , Ikuho Kochi
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引用次数: 0

Abstract

In Japan, households are required to save more electricity in response to electricity supply shortages after the Great East Japan Earthquake and meet the 66% greenhouse gas reduction target in the residential sector under the Paris Agreement. This study examines the effects of providing information to promote the implementation of green curtains, a summer electricity-saving behavior at home, using a randomized controlled trial for residents in Japan. Green curtains are made by growing annual vines, like curtains on a net stretched across a window or wall, and have the effect of reducing room temperature by providing shade. Based on their characteristics, being visible to others and a low implementation rate, we examine the effects of the perceptions and cognitions of the implementation of green curtains in the city (subjective descriptive norm) and the information provided on the trends in green curtain implementation in neighboring districts (objective descriptive norm) on the respondents' willingness to implement. The results show that subjective descriptive norms influence the willingness to implement. Further, the information about neighboring districts with slightly higher green curtain implementation rates is more effective than information about neighboring districts with significantly higher rates. This examination of the comprehensive influence of descriptive norms and the effect of the dynamic and relatively comparative forms of providing descriptive norm information have implications for studies in other fields on promoting prosocial behaviors visible to others and with low implementation rates.

绿色提示会影响 "绿色窗帘 "吗?日本实地实验的结果
在日本,为了应对东日本大地震后的电力供应短缺,并实现《巴黎协定》中住宅部门 66% 的温室气体减排目标,要求家庭节约更多电力。本研究以日本居民为对象,通过随机对照试验,考察了提供信息以促进实施夏季家庭节电行为--绿色窗帘的效果。绿色窗帘是通过种植一年生藤本植物制成的,就像窗帘上的网,横跨窗户或墙壁,具有遮阳降低室温的效果。基于绿色窗帘 "可见性强 "和 "实施率低 "的特点,我们研究了本市实施绿色窗帘的看法和认知(主观描述性规范)以及邻近地区实施绿色窗帘的趋势信息(客观描述性规范)对受访者实施意愿的影响。结果表明,主观描述性规范会影响实施意愿。此外,关于绿色窗帘实施率稍高的邻近地区的信息比关于绿色窗帘实施率明显较高的邻近地区的信息更有效。这种对描述性规范的综合影响以及提供描述性规范信息的动态和相对比较形式的效果的研究,对其他领域关于促进他人可见且实施率较低的亲社会行为的研究具有借鉴意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Cleaner and Responsible Consumption
Cleaner and Responsible Consumption Social Sciences-Social Sciences (miscellaneous)
CiteScore
4.70
自引率
0.00%
发文量
40
审稿时长
99 days
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