Message framing to promote solar panels

Dominik Bär (), Stefan Feuerriegel, Ting Li and Markus Weinmann
Additional contact information
Dominik Bär: LMU Munich
Stefan Feuerriegel: LMU Munich
Ting Li: Erasmus University Rotterdam
Markus Weinmann: Erasmus University Rotterdam

Nature Communications, 2023, vol. 14, issue 1, 1-9

Abstract: Abstract Green technologies, such as solar panels, foster the use of clean energy, yet often involve large-scale investments. Hence, adoption by retail consumers has been a key barrier. Here, we show that message framing can significantly increase customers’ serious commitment to adopting solar panels by providing empirical evidence in the field from a large-scale randomized controlled trial with a nationwide online retailer in the Netherlands (N = 26,873 participants). We design four messages aimed at promoting the purchase behavior of solar panel installations. Our messages present outcomes for oneself or for the environment and highlight cost savings versus earnings (for oneself) or reducing emissions versus generating green electricity (for the environment). Across all messages, we observe a higher rate of customers committing to solar panels compared to the baseline. However, the framing in terms of financial savings for oneself was by far the most effective, resulting in a 40% higher level of commitment than the baseline and 30% higher than the average of the other three messages, which were not significantly different in effect from each other. Our results show that message framing is cost-efficient and scalable among retail consumers to promote large-scale investments in green technologies and thus clean energy.

Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.nature.com/articles/s41467-023-42904-0 Abstract (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:nat:natcom:v:14:y:2023:i:1:d:10.1038_s41467-023-42904-0

Ordering information: This journal article can be ordered from
https://www.nature.com/ncomms/

DOI: 10.1038/s41467-023-42904-0

Access Statistics for this article

Nature Communications is currently edited by Nathalie Le Bot, Enda Bergin and Fiona Gillespie

More articles in Nature Communications from Nature
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().