Mobility Choices and Climate Change: Assessing the Effects of Social Norms and Economic Incentives through Discrete Choice Experiments
Résumé
The potential of psychological and fiscal incentives in motivating environmentally
responsible behavior in a context of long distance leisure travel is explored thanks to a series
of controlled experiments on 900 participants. Framing effects like information on CO2
emissions, injunctive and descriptive norms, in combination with fiscal incentives such as a
carbon tax, a bonus-malus or a carbon trading scheme are tested. Providing CO2 information
on emissions is highly effective and the injunctive norm reinforces this effect in the case of
air and train. A quota scheme reinforces the injunctive norm effect in the case of these two
modes. More strikingly, the amount of the financial sanction or reward has no effect on the
probability of using the various travel modes, unlike the presence of the fiscal framing itself.
These results reinforce the case for using psychologically framing effects, in association or
not with fiscal instruments, in promoting effective pro-environmental behavior in transport
choices.
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