Scope
A Carbon Footprint Tracking Application (CFTA) is employed in Hoffmann et al. , to explore how the feedback provided may encourage consumers to reduce their emissions. The effectiveness of this mechanism is improved by introducing factors that influence how the carbon footprint feedback inspires consumers to change consumption habits.
Summary
The SHIFT framework is considered, which takes into account the behavioural factors of social influence, habit formation, individual self, feelings and cognition, and tangibility. SHIFT is the acronym for a framework introduced by White et al. for conceptualising and encouraging sustainable consumer behaviour change. It suggests that consumer interest in sustainable practices can be stimulated when the communication context considers the above-mentioned psychological factors. It builds on existing work on the social marketing concept by outlining a comprehensive framework to aid both practitioners and researchers. Psychographic variables such as emotions and green self-identity are also explored. Mental frameworks that have a proven track record in self-tracking and technology and sustainable consumption contexts are included, such as self-efficacy and consumers’ technology-as-solution belief, respectively. The study involves four main domains, i.e., mobility, food, heating, and household activities covering the inter-domain differences that shape the feedback impact. It was found that the feedback given in a CFTA can reduce carbon emissions by 23%.
Relevance for EXIGENCE
Hoffmann et al.‘s study attempts to close the attitude-behaviour gap, which is considered as a significant barrier towards the sustainable behaviour of consumers, via a digital tool that can potentially address all the involved factors that the SHIFT framework identifies as crucial. With the application in question, the effectiveness of feedback in promoting climate-friendly consumer behaviours is examined. It is also indicated that CFTAs have the ability to consider all the associated psychological factors, providing an extension of the behavioural science to the digital world. EXIGENCE can utilise the methodology of employing behavioural concepts to build efficient carbon footprint feedback mechanisms, to stimulate the end-user engagement.
- Hoffmann, W. Lasarov, H. Reimers, and M. Trabandt, “Carbon footprint tracking apps. Does feedback help reduce carbon emissions?” Journal of Cleaner Production, vol. 2024, no. 1, p. 139981, Jan. 2024.
