1 Drivers

1.1 Social Interaction and Marketing (D1)

What can we learn about lifestyles and lifestyle change from health andmarketing to inform climate action?

Hazel Pettifor? Maureen Agnew Charlie Wilson?Tyndall Centre for Climate Change Research, University of East Anglia

Abstract

In this paper we discuss the findings of a comprehensive review of the literature on ‘lifestyles’. This capturesstudies across key domains including health, food, consumer goods transport, homes and energy. Our synthesisof over 60 studies addresses key questions including: what are lifestyles/low-carbon lifestyles and how are theymeasured? Our focus is global. We contrast studies where lifestyle change relates to social benefit (improvedhealth), and economic benefit (lower cost). We find there are many ways in which lifestyles are defined, differentapproaches for identifying and measuring lifestyles, and a range of interventions or strategies for encouraginglifestyle change which can inform climate change. In public health, for example, lifestyle is used to identifymodifiable risk factors like obesity, smoking and physical inactivity, which are associated with poor healthoutcomes. These are contextualised against situational factors that lead to unhealthy lifestyles such as socialinequity. In marketing lifestyle is used to profile and segment consumers according to their likely purchasingdecisions. The widely-used ’AIO’ framework distinguishes activities (shopping habits), interests (family or workrelated), and opinions (about the future or the self). Marketing strategies target lifestyle segments within aspecific domain, for example tourism. In the context of climate change, lifestyle is used descriptively to identifyclusters of low-carbon behaviours and quantify their emissions impact, and normatively to explore individuals’efforts to reduce their carbon footprint. As lifestyles are situational as well as behavioural and cognitive, theseefforts can be strongly shaped by public policy and infrastructure.

Alternatives to fast fashion on social media: Exploring sustainable fashionrepresentations on Instagram

Katia Vladimirova?

?University of Geneva

Abstract

Recently, European Environmental Agency has named fashion and textiles the fourth after mobility, foodand household energy usage most polluting lifestyle domain in Europe (EEA 2019). Scientific understandingof social drivers both behind fast fashion phenomenon and more sustainable bottom-up alternative modes offashion consumption is lagging behind. Meanwhile, social innovations in fashion consumption are gaining moreattention in Europe and North America, online and offline. This study explores how alternatives to fast fashionare framed on Instagram, social network popular among millennial women who are also the key target consumersof fast fashion. Online discussions and user-generated content provide valuable advice and guidance to those whowant to engage into more sustainable forms of fashion consumption. Using multimodal discourse analysis andNVivo software, this article analyses 100 Instagram posts tagged with hashtag #sustainablefashion (collected inNovember 2019). It explores user-generated understandings of what sustainable fashion is and how it representsalternatives to fast fashion consumption. Preliminary analysis of the data demonstrates that buying second handand vintage clothes represent the dominant interpretation of sustainable fashion. The second largest group ofposts presents ethically made fashion, including women, children and menswear, jewellery, accessories and evencosmetics. While buying second-hand clothes helps extend garments’ life span, it does not tackle the mentalityof overconsumption that has been the key driver behind the success of fast fashion. Surprising was the marginalrole assigned to renting and swapping practices and making one’s own clothes.

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Complex behaviors and social mobilization approaches to climate action: The“Sustainable Tapas” project

Fatima Delgado?† Marianne Krasny? SUMMLab, Universitat Politecnica de Catalunya

† Civic Ecology Lab, Cornell University

Abstract

Sustainable Tapas ProjectAdopting a plant-rich diet is one of the most effective individual actions to reducegreenhouse gases. In the Sustainable Tapas (ST) project, we applied complex contagion and social mobilizationtheories to influence a group of friends to adopt a plant-rich diet. Complex contagion describes how strong-tie,clustered networks are needed to spread behaviors, and social mobilization suggests that five factors—personal,accountable, normative, identity-relevant and connected–are needed in social influence campaigns. The firstauthor, as a requirement of participation in a climate action fellowship conducted by the second author, imple-mented three phases:

1. Experience: Friends were invited to eat tapas prepared with local, seasonal, plant-rich ingredients; 3events, 34 participants total.

2. “Sustainable Tapas” 15-day challenge: Incentivized participants to adopt a sustainable food behavior byawarding sustainable cuisine prizes.

3. Monitoring: Tracked participants’ number of plant-rich meals before and after the challenge to reinforceparticipants’ behavior.

Results:

� Participant characteristics: 53% Master degree, 85% female, mean age 28 yrs, 50% Latin American, 38%European 12% North American.

� Participants posted 185 social media posts with average of 115 views.

� 48% of participants completed the challenge, equivalent to 117 plant rich meals

� Estimated reduction of 41% in CO2 emissions compared to Spanish median CO2 emissions from food.

To conclude, ST used social reinforcement within a friend network to influence participants to adopt new eatingbehaviors. The first author’s attempts to influence her friend network led to spillover behaviors, i.e., workingwith grocery stores to promote plant-rich food items and diets.

Five Shades of Green: Heterogeneous Environmental Attitudes in anEvolutionary Game Model

Angelo Antoci Simone Borghesi Giulio Galdi??European University Institute

Abstract

Carbon-intensive behaviours seldom have enough societal support to prompt policy-making and sometimespersist even in the face of existing environmental policies. Indeed, the introduction of an environmental policyto foster a virtuous behaviour does not automatically establish a social norm within a population, i.e. it mightnot be socially accepted and enforced. Some agents feel compelled to abide to the environmental social normand embrace it, while other agents do not. Some might want to imitate their peers, while others might prefer notto conform and play the maverick role. In this model we describe this heterogeneity of preferences by proposinga taxonomy of five possible types of agents that enriches the traditional triplet presented in the literature. Wethen employ a random matching model to study how a social norm spreads across the population when itscomposition changes. By considering three relevant population compositions (scenarios), we show that what ismost important for the successful diffusion of social norms is not whether agents abide to it or not, but why.

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1.2 Social Values and Cultural Context (D2)

Pro-environmental behavior: the effectiveness of economic incentives depends onintrinsic motivation

Mariateresa Silvi? Emilio Padilla?Dep. Applied Economics, Universitat Autonoma de Barcelona

Abstract

Pro-environmental behaviors (PEBs) have been linked in the literature to social norms, intrinsic motivationand external conditions. However, no empirical study has jointly analyzed these factors on a cross-countrydataset. Data shows that environmentally friendly behaviors differ widely among the population of the EUmember states. This paper explores such heterogeneity by empirically investigating the contribution of differentdeterminants of PEB in the EU and gives a holistic explanation of the variance observed in the adoption ratesof PEBs across countries. We run a microeconometric analysis using a database counting 28’000 individualobservations evenly distributed across EU’s 28 members, and covering 8 PEBs. We integrated the database witha variable measuring the availability of green infrastructures and another that considers whether a country hasadopted a container deposit collection system, which rewards individuals economically for returning used bottlesand vessels. The analysis highlighted that intrinsic motivation—mostly internalized environmental norms, butalso awareness of environmental consequences and ascription to personal responsibility towards the environ-ment—is the leading force behind the eight PEBs considered. Since intrinsic motivation varies widely across thecountries analyzed, diverging outcomes in the EU can be mainly attributed to differences in the level of intrinsicmotivation. To further investigate the effectiveness of external conditions, we tested whether individual hetero-geneity in ascription of personal responsibility towards the environment influences the effectiveness of externalconditions such as monetary incentives and the availability of green infrastructures. Individuals differ in theirresponse to external conditions, with individuals declining any environmental responsibility being unaffected bythe presence of monetary incentives to recycle and green infrastructures facilitating PEB. The results suggestthat two-pronged policies, which take into account intrinsic motivation and external conditions, are needed toreach a high observance rate in the population in the short and in the long term. The paper concludes withbehavior specific policy recommendations.

Do people’s values drive their energy-saving lifestyle? - A case study of familiesin Greater Tokyo Metropolitan Region

Ayami Otsuka? Tatsuya Masuda Daisuke Narumi?Waseda University

Abstract

This study aims to investigate the relationship between people’s values, other determinant factors behindenergy-saving behaviors and energy consumption in homes, based on the assumption that people’s values arean integral part of their lifestyles and therefore act as guiding principles for their behavior. As the conceptualframework, this study adopts Schwartz’s basic human value theory combined with Hirose’s dual-process modelfor eco-friendly behavior: socially oriented values are related to factors that form energy-attitude and therefore ahigher level of behavioral intention and actual behaviors taken, whereas personally oriented values form behav-ioral intention without a corresponding development of energy-attitude and are thus more energy consuming. Aninternet based survey was conducted in February 2019, targeting families residing in Greater Tokyo Metropolitanarea (n=1579). The survey asked 20 questions about people’s values and 30 questions about energy-cognition, aswell as behavioral intentions and the level of action taken for 16 items related to specific energy-saving behaviors.Responses were analysed through a set of statistical analyses including a covariance structure analysis to explorethe relationships between people’s values, energy cognition, and behavioral indicators using SPSS and Amos 25.The results indicate a relationship between social, namely self-transcendent, values and mediating factors thatlead to forming of energy-attitude, and therefore a higher behavioral intention. But the relationship weakenswith the level of action actually taken. This is even more so with the energy consumption of a household,suggesting the need to go beyond just having social values to link their values to actions.

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Energy sufficiency as alternative renovation approach for buildings – research bydesign exploration of 3 large, under-used houses in Flanders

Griet Verbeeck? Ann Bosserez?Hasselt University

Abstract

Energy efficiency is considered a key measure against climate change. It is defined as providing more energyservices with the same energy input or the same services with less input. However, it has characteristics thatjeopardize effective energy savings. Firstly, it is expressed on a relative scale, for buildings kWh/m2 floor area,thus neglecting the impact of building size on absolute energy consumption. Secondly, it assumes standardisednorms for thermal comfort, regardless of the effective space use. Thirdly, it makes abstraction of the socialcontext, ignoring the actual and dynamic behaviour of residents. An increasing body of literature is calling tosupplement energy efficiency with energy sufficiency. Energy sufficiency rethinks the quantity and/or quality ofan energy service to meet the people’s basic needs such that the provided service is enough whilst avoiding toomuch of a service. Literature proposes three types of interventions: reduction, adjustment and substitution ofenergy services. We explored an alternative energy renovation approach for 3 large, under-used houses. Withinterviews and diaries, we investigated the dynamic way of living of residents over the seasons in these houses.With a research-by-design approach we explored the potential of energy sufficiency measures on dwelling androom level. We applied reduction to counter the standardised comfort needs, adjustment to counter the relativenature of energy efficiency and substitution to counter the social abstraction. This way we achieved an approachthat reduces the actual use of resources (energy, materials and costs). The presentation will discuss the outcomeof this research.

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1.3 Mobility Behaviors (D3)

From aspirational luxury to hypermobility to ‘staying on the ground’: Tracingnarratives of holiday air travel in Sweden

Sara Ullstrom? Johannes Stripple Kimberly Nicholas?Lund University Centre for Sustainability Studies (LUCSUS)

Abstract

During the last decades, leisure air travel has become a social norm for a subset of people in the developedworld, resulting in rapid increase of greenhouse gas emissions from aviation. In Sweden, conversations aboutthe impacts from air travel on the climate are now on the rise, and a movement to reduce flying has recentlyemerged. This paper explores the emergence of this movement in the context of a changing holiday traveldiscourse, and analyzes how flying increasingly is being problematized and contested. By combining methodsof archival research and media analysis, we trace the narrative development of leisure air travel in Sweden, andexamine how ideas and values tied to holidaying have changed alongside different narratives. We find that whileholiday air travel used to be a luxury aspiration with the activity of flying playing a central role, the increasedavailability and affordability of flights have given rise to new hypermobile travel patterns and shifted focus fromthe activity of traveling to the subject of the traveler. The discourse of hypermobility is now being challenged bythe rise of ‘staying on the ground’, orchestrated by a loosely organized flight-free movement and designed aroundreformulated understandings of the value of time and leisure experiences in a carbon-constrained world. Themovement to reduce flying is increasingly finding resonance in both public and political domains, contributingto changing personal and political narratives of aviation, climate, and the good life in Sweden.

Could autonomous vehicles contribute to the advent of low-carbon lifestyles? Athree scenario-analysis

Thomas Le Gallic??CIRED—CNRS

Abstract

Whereas the emergence and spread of technological innovations have continually reshaped the organisationof our societies and our ways of life, the autonomous vehicle is announced as one of the major innovations ofthe coming decades likely to have an impact on the activities we practice, the places we inhabit and the wayswe occupy them. Given that, our research is motivated by the following question: will autonomous vehiclescontribute to the advent of low-carbon lifestyles? Several authors propose to assess the possible impacts ofthe autonomous vehicle on energy demand and greenhouse gas emissions. Whereas these studies generallyfocus heavily on technical factors (engine type, energy efficiency), our analysis focuses on lifestyle changesand non-technical determinants of greenhouse gas emissions. This investigation led us to identify three mainpathways for the spread of autonomous vehicles, which would structure possible lifestyle changes and havecontrasting effects in terms of greenhouse gas emissions. We conclude that the one which seems to be the mostlikely to spread widely carries the most risk of increasing energy needs above current levels. Accordingly, ouranalysis questions the societal benefits associated with driverless vehicles which involve large-scale investmentin appropriate infrastructures (smart roads, 5G network) and could require to dedicate a significant proportionof the public space.

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1.4 Global Perspectives (D4)

Carbon consumption patterns of the new middle classesBabette Never? Jose R. Albert Hanna Fuhrmann Sebastian Gsell

Miguel Jaramillo Sascha Kuhn Bernardin Senadza?German Development Institue/Deutsches Institut fuer Entwicklungspolitik (DIE)

Abstract

As households move out of poverty, spending patterns change. This is good news from a developmentperspective, but it can be bad news from an environmental perspective, as more consumption and changingconsumer behaviour may imply more carbon emissions. The lifestyle preferences of the emerging middle classeswill be a game changer. This study analyses the lifestyle choices of the emerging middle classes in Ghana,Peru and the Philippines, using unique micro data from household surveys. We focus on carbon consumptionpatterns and the role of wealth, status, environmental knowledge and environmental concern. Our householdsurveys include questions on both final consumption expenditures and user behaviours such as switching offappliances. We find that carbon consumption increases with wealth in all three countries. When disaggregatingresults into actual lifestyle choices, we see a sharp increase in carbon consumption between the 4th and 5thmiddle class wealth quintiles, and most clearly among the wealthiest 5-10%. Environmental knowledge andenvironmental concern are fairly evenly spread at mid-levels. More knowledge and higher concern do lead tolow-cost environmental behaviours, but do not lead to less final carbon consumption. Especially wealthierhouseholds with more education often have more knowledge and concern, but actually consume more CO2 dueto more assets, transport and flying (confirming the existence of a knowledge/intention - action gap also indeveloping countries). Social status is less relevant for consumption in our study than the literature proposes.We discuss the policy implications of these findings.

Changes in post-migration lifestyles of China-born migrantsChristina YP Ting?

?Eastern Organisation for Planning and Human Settlements (EAROPH) Australia

Abstract

My research investigated whether China-born migrants’ post-migration consumption behaviours (in Australia,a developed country) changed compared to their pre-migration behaviours (in China, a developing country).Their consumption behaviours were measured using an ecological footprint calculator. The face-to-face survey-interview comprised quantitative questions on the migrants’ consumption behaviours Chinese and host cultures.The latter was to develop the unique CALD Index that measured an individual’s strength of connectednessto understand the cultural influence on consumption behaviours. The footprint calculations showed that theparticipants’ post-migration footprint was larger than their pre-migration footprint. The positive changes werethe difference in the participants’ pre-and post-migration lifestyles. In Australia, some participants’ houseswere bigger as single, stand-alone home with garden and had more rooms and toilets compared to the small,apartment in China. Some travelled using a private vehicle in Australia compared to public transport in China.The multi-variant analysis was conducted using SPSS to understand the influencing factors contributing to thepositive change in the migrants’ footprint. The investigation found that traditional factors such as income madea significant contribution to the change in footprint. It specifically found that individual’s connectedness toethnic culture (as represented by the CALD Index) and acculturation indicators such as length of residency inAustralia and using English in communications made significant contributions to the change in the migrants’footprint. These findings provide insights to the likely trajectories of consumption in Australia, and avenues toeffect positive changes in lifestyle to encourage a low-carbon living for all including migrants.

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Decoding social influences on end-use energy consumption: A study ofAhmedabad households

Anjali Ramakrishnan?† Elena Ziege?‡§ Aneeque Javaid? Felix Creutzig?†?Mercator Research Institute on Global Commons and Climate Change, Torgauer Str. 12-15, 10829, Berlin,

Germany† Sustainability Economics of Human Settlements, Technische Universitat Berlin, Straße des 17.Juni 145,

D-10623, Berlin, Germany‡ School of Business and Economics, Humboldt Universitat zu Berlin, Unter den Linden 6, 10099 Berlin, Germany

§ DIW Berlin, Department Education and Family, Mohrenstraße 58, 10117 Berlin, Germany

Abstract

Consumption is a social process. Cities in India today are increasingly characterised by the growing middleclass, which aspire for higher resource consumption. The innate cultural built of the society has led to theseconsumption choices being linked to social identity, status and norms. Understanding this link well is a pre-requisite for facilitating a faster transition towards low-carbon lifestyles. As the average Indian consumer is yetto meet it consumption potential, untangling the nature and structure of social influences on routine end-useenergy decisions can help redirect the consumption trajectory towards low-carbon alternatives. This paper at-tempts to do that. Specifically, we explore how the household decisions for daily commute and appliance usageare influenced by social norms and the need to signal social status. We use primary survey data collected forhouseholds in Ahmedabad, Gujarat (India) in July 2019 to establish a better evidence base to inform societalactions for existing lifestyles. The data includes detailed consumption patterns on appliance usage behaviourand travel mode choices and routines, across socio-psychological contexts that are captured through personalinterviews and experiments. Using a mixed-methods approach, we provide evidence regarding the role of socialnorms in shaping energy-service consumption behaviours for the urban households and assess their potential asdemand-side solutions to low-carbon lifestyles. Social status as a latent, yet important, driver of energy con-sumption is best explained through contextual cues and social proxies. We discuss suitable interventions thatinteract with social influence to advance low-carbon but high-well-being lifestyles.

Beyond Income: Correlates of Environmentally-impactful Luxury Consumptionin India

Soumyajit Bhar? Narasimha Rao Sharachchandra Lele?Ashoka Trust for Research in Ecology and the Environment, India

Abstract

With rising concern about the role of personal consumption in environmental degradation, scholarly worksattempt to understand the drivers of environmentally impactful luxury consumption (EILC). Studies to under-stand such drivers in the context of India are, however, limited, and they predominantly focus on the role of socialidentity, ignoring other factors. Our study seeks to address this gap using a multi-variate statistical analysis ofhousehold consumption expenditure data from a large (40,000 household) dataset provided by the India HumanDevelopment Survey. We examined how EILC expenditure is correlated with various socio-psychological drivers(mass media and social network), when permanent income, socio-psychological moderators (education and socio-religious status), and other demographic characteristics of households are controlled for. The results show thatsocio-psychological drivers and moderators, as well as permanent income, positively impact CC. Permanent in-come as expected, functions as an enabling factor, so social network and mass media appear to influence EILCof well-to-do households more than that of poorer ones. In some cases, education acts as a moderator in termsof reducing the propensity towards EILC with rising levels of socio-psychological drivers. In other cases, at ahigher level of education, households respond more promptly to any increase in these drivers. The interactionsof religion and caste status with the drivers reveal some interesting patterns about how these might influence dif-ferent households differently. These results highlight the importance of socio-psychological factors in influencingconsumption decisions beyond the expected enabling role of income.

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2 Impacts

2.1 Lifestyle Scenarios (I1)

A low emission scenario for Europe powered by lifestyle changesVincent Moreau? Luis Costa

?Swiss Federal Institute of Technology (EPFL)

Abstract

Decarbonizing economic activities requires simultaneous behavioural and technological changes. At the house-hold level, actions are straightforward, use public transit and stay off dairy and meat. The objective here isto estimate the overall climate benefits, in emission terms, of a change towards low carbon lifestyles across Eu-rope. The European Calculator, an integrated energy model, provides the basis for evaluating synergies betweenlifestyle and technological changes, as well as potential trade-offs. Changes in lifestyles are simulated across awide range of dimensions - from diets and appliances to travel distances and living spaces - and for each EUMember State by 2050. The results allow us to identify behavioural changes by sector and country that comparewith ambitious technical changes in terms of mitigation potential without large trade-offs. We call such scenarioSoft Landing (SL). In transportation, the SL scenario of shorter daily travel distances, higher rates of passengeroccupancy and shifts in modal share can lead to emission reductions and savings in household investments, com-parable to those resulting from ambitious technological shifts. Yet, SL avoids significant increases in electricitygeneration and material demand. In agriculture the SL scenario includes a shift in current diets towards healthystandards and reduction of food waste, freeing up land that can be used for agroecology. Thus, changes indiets can compensate for the land intensity and yield differentials of conventional vs ecological practices. Otherexamples of cross-sectoral interactions in the SL scenario shows the potential multiplier effects of low carbonlifestyles.

Scenarios for ‘sustainable wellbeing’ in the EU of 2050: the mitigation potentialof lifestyle transformations

Tadhg O’Mahony? Arkaitz Usubiaga-Liano † Jyrki Luukkanen?

?Finland Futures Research Centre, University of Turku† Institute for Sustainable Resources, University College London

Abstract

The constant increase in global material consumption, and related greenhouse gas emissions, put increasingpressure on the natural world at a time of climate and ecological breakdown. Attempts to bend the curvedownwards, centred on production efficiency and ‘sustainable consumption’, have had only marginal impacts, andtrends are accelerating in the wrong direction. Evidence suggests that moving towards a sustainable developmentpathway requires systemic and structural change. However, beyond study of the subset of technological changethat relies on further eco-efficiency improvement, the means to achieve this remain opaque. The damage of ‘overconsumption’ on environment and society also has negative effects on the individual, on health, and competeswith more beneficial life domains. While high-growth/high consumption development is known to be damaging,policy implicitly assumes that reducing material consumption involves cost and loss. This is an unpalatablepolitical choice and an unpopular social one. Development paths remain fixated on economic growth and drivethe expansion of consumption. This study explores pathways towards ‘sustainable wellbeing,’ that are morebalanced and beneficial for human individual and societal wellbeing, and for the natural world. Sustainablewellbeing places relational and flourishing wellbeing at its core, through both individual lifestyle and systemscontext. This could potentially moderate over consumption, through transformative structural change of societyand economy, to facilitate and support lifestyle change. While conceptual work such as Jackson’s ‘doubledividend’ has suggested this is possible, despite great potential, there has been little empirical or quantitativework. This study develops a set of integrated qualitative-quantitative ‘sustainable wellbeing’ scenarios for theEU to 2050. The application of the World Input Output Database (WIOD) framework allows the determinationof the physical consumption and emissions implications of the alternative future pathways.

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Quantifying the impact of lifestyle changes in climate change mitigationmodelling – an integrated approach at district-levelSibylle Braungardt? Tilman Hesse Christian Winger

?Oeko-Institut

Abstract

While it is widely recognized that a transformation towards carbon-neutrality requires not only tech-nologicalbut also social innovations and lifestyle changes, current policy efforts are directed almost exclusively at the for-mer. Likewise, energy modelling studies typically focus on technological options, while the impact of lifestylechanges as drivers towards a low-carbon society are largely unexplored. Due to the interacting nature of be-havioural and technological measures, an integrated approach is required for modelling the impacts of suchchanges. We investigate the potential contributions of lifestyle changes towards reaching long-term climatetargets for different technology diffusion scenarios using an integrated modelling approach. Our model coversthe district level and, besides technological decarbonisation options, includes the fol-lowing lifestyle aspects:per capita living space, individual mobility behaviour and electricity savings. The impacts of these drivers areestimated in projection pathways until the target year 2050 and are compared to carbon savings due to (techno-logical) energy efficiency and renewable energy measures. Our results can be easily extended to other geographicand socio-economic contexts. We find that the considered lifestyle changes provide saving opportunities of thesame magnitude as the technological options, where their impact is particularly large in such settings wheretechno-logical possibilities are limited. We conclude that lifestyle changes are of key importance to reach climateprotection goals and consider it an urgent need to include lifestyle changes in climate pro-tection scenarios inorder to provide science-based support for policy-making addressing these as-pects.

Scenario modelling of global transport decarbonization with technological andlifestyle changes

Inigo Capellan-Perez? Ignacio de Blas Margarita Mediavilla Carmen Duce?University of Valladolid (Spain)

Abstract

Decarbonizing the transportation sector is particularly challenging due to the technical limitations to replaceoil-based fuels. Biofuels face significant environmental constraints and impacts, while electric vehicles are limitedby the availability of critical minerals and the thermodynamical limits of electric bateries. Moreover, thesesubstitutes fail to tackle the many problems inherent to the model of private mobility. Here, we implement a set ofscenarios including technological and lifestyle changes in the integrated assessment model MEDEAS-World. Theonly scenario fulfilling the GHG mitigation targets and avoiding peak oil restrictions globally without exceedingthe mineral reserves of critical materials by 2050 follows a “Degrowth” paradigm combining the reduction intotal transportation demand with radical vehicle and fuel shift. Most private cars are replaced by non-motorizedmodes and electric 2 wheelers and bikes. Input-output analysis allows to capture the indirect effects on thewhole economy. The total number of vehicles would peak at around 2025 followed by a reduction to around25% of the 2020 values by 2050. The number of heavy vehicles and buses would remain roughly constant andmost of them dependent on liquids. Our results show that achieving the global environmental objectives requirestechnological change to be complemented by a deep change in the cultural patterns of mobility. However, thisoptions is typically outside the current political realm. The scenarios simulated in this paper show some cleartrends and counterintuitive results which question the common decarbonization strategies from internationaland national institutions.

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2.2 Carbon Footprints (I2)

Carbon footprint mitigation of the Food System in France: To what extent fossilfuels and transportation matter?

Carine Barbier? Patrice Dumas?CNRS - CIRED UMR 8568

Abstract

Limiting global warming to 1.5 ◦C requires deep changes in the dietary patterns and the entire food system,from farm to fork. The aim of our research was to assess:- the carbon footprint of the French dietary patternadopting a comprehensive approach of the food system;- the relative contributions to the total footprint of thedifferent stages: agricultural production, processing, freight transport, distribution, out-of-home eating, travelfor household food purchases, and food preparation in the home;- the transportation carbon footprint by countryof origin for various dietary patterns. A global approach is proposed rather than a Life Cycle assessment (LCA),based on a process of disaggregation and allocation of food volumes and environmental impacts at different stages.It begins with the French population consumption patterns that determine the demand for food products, andreconstructs the upstream phases of the production and distribution sectors.The main greenhouse gas is CO2,which accounts for 46% of the total carbon footprint, methane accounts for 29% and N2O for 23%. Transportationis the bulk of the CO2 emissions (39%) and half of the CO2 emissions from freight transport come from imports.Agriculture accounts for 30%, Services and Residential 19% and Food transformation 12%.Reducing fossil fuelconsumption, and especially these related to transportation, for instance through reduction of importations, isan essential step in GHG emission reduction strategies for the food system, beside the reduction of animal-basedfood consumption and the changes in farming practices.

Characterisation of Transitions in Urban Lifestyles through Electricity DailyLoad Curves – A Temporal Analysis

Varun Jyothiprakash? Patil Balachandra?Indian Institute of Science

Abstract

Electricity is the most versatile and high-quality form of energy career that drives almost every importanttechnology that in turns drives every aspect of human life. This statement is not an exaggeration becausemodern technologies define human aspirations, lifestyles and fulfilment of all desires. Thus, it is natural toexpect a very strong correlation between electricity consumption and human lifestyles. Since electricity isnot stored, its consumption forms a temporal profile. Similarly, the quality and extent of human lifestylesare influenced by electricity consumption for end-uses such as lighting, thermal comforts, entertainment, foodprocessing, mechanical power, engagements linked to production, work, education, health and trade, etc. In thelight of above factors, the electricity consumption profiles are expected to exactly match the human lifestylepreferences. Thus, we can hypothesise a very strong intercorrelation between the patterns of human lifestylesand electricity consumption patterns as represented by daily load curves. With this motivation, in this paper,we have attempted to map and correlate the representative electricity daily load curves of the state of Karnatakain India over the last three decades, and the observed transitions in human lifestyles during the same period. Inaddition, we have attempted to study the possible mis-match between typical daily human lifestyles and dailyload profiles, and the resulting gaps due to the impact of significant renewable energy transitions occurring inthe system. In the next step, solutions under demand-side-management are explored for minimising the supplydemand gaps.

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2.3 Regional Impacts (I3)

What could low-carbon transformed lifestyles look like? A description oflow-carbon lifestyle profiles illustrating key elements for visions of change.

Caroline Verfuerth? Christina Demski Catherine Cherry?Cardiff University, School of Psychology, Centre for Climate Change and Social Transformations

Abstract

Transformations to low-carbon lifestyles play a key role in limiting climate change to 1.5 ◦C warming. Theaim of this presentation is to provide a description of what low-carbon transformed lifestyles could look like,what potential co-benefits and trade-off can be associated with different types of transformation, and how thesemight be perceived differently in different countries and cultures. The presented low-carbon lifestyle profileshave been developed based on a literature review that focused on core lifestyle strategies that enable deepemissions reductions. We focused our analysis on four difficult lifestyle areas: diet, mobility, thermal comfort,and material consumption. Dimensions of lifestyle transformations in each area are based around the corestrategies ‘avoid’ (i.e. reducing amount of service), ‘improve’ (i.e. improving carbon-intensity of service), and‘shift’ (i.e. shifting to low-carbon type of service). Major lifestyle profiles vary across the intensity of realisationacross the different dimensions of transformation in the four areas. In a second step, potential co-benefits andtrade-off and potential differences between feasibility and desirability of change across four countries (Brazil,China, UK, Sweden) were analysed based on desk research. The low-carbon lifestyle profiles illustrate keyelements for visions of change, focusing on transformations across four difficult lifestyle areas. The next stepsof this research will be outlined, including using the low-carbon lifestyle profiles to explore public visions andpreferences for lifestyle transformations and cross-cultural comparisons.

Measuring the Environmental Impact of Green Consumption and SufficiencyLifestyles at the Macro and Individual Scales: Connecting Local Sustainability

Visions to Global ConsequencesGibran Vita? Johan R. Lundstrom Edgar G. Hertwich Jaco Quist Diana Ivanova

Konstantin Stadler Richard Wood Adina Dumitru Ricardo Garcıa-MiraGiuseppe Carrus Karen Krause

?Open University of the Neatherlands

Abstract

The sustainability transformation calls for policies that consider the global consequences of local lifestyles.The present work aims to contribute in two major ways: 1) By employing a Environmentally Extended Mul-tiRegional Input-Output (EE-MRIO) to assess the outcomes of massive consumption-related lifestyles changesenvisioned by stakeholders via backcasting workshops across Europe. We produce robust indications of the mostpromising and challenging lifestyle changes scenarios considering the effects through a multi-indicator dashboardassessing water, toxicity, carbon emissions and land-use footprints. In summary, we find the most mitigationpotential in the following sufficiency options: reducing transport by working from home and commuting actively,local and peer-to-peer services, durable fashion, and lower food waste. The most promising opportunities forshifting current expenditure towards green consumption options are renting, sharing and repairing manufac-tured products, adopting passive house standards and eating plant-based diets. 2) By applying a comprehensivelifestyle survey to assess individual members of sustainability grassroots initiatives and quantify their abilityand hindrance to overcome structural constrains to reduce their footprint while enhancing life satisfaction. Wecompare the carbon footprints of non-members and members of grassroots initiatives in the domains of food,clothing, housing and transport. We further compare the groups by testing the influence of socio-economicvariables that are typically associated with both footprint and well-being. We find grassroots initiative membershave 16% lower total carbon footprint, and 43% and 86% lower carbon footprints for food and clothing respec-tively, compared to their “non-member” regional socio-demographic counterparts. Members show higher lifesatisfaction compared to non-members and are 11-13% more likely to evaluate their life positively. Our resultssuggest that initiative members uncover lifestyle features that not only enable lower emissions, but also reconcileemissions with income and well-being.

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Societal drivers of lifestyles: the insights of societal metabolism and socialpractices theory

Raul Velasco-Fernandez? Laura Perez-Sanchez Mario Giampietro?Institute of Environmental Science and Technology (ICTA-UAB)

Abstract

Consumption and investment are currently considered as the main drivers determining the energy use ofsocieties by many modelers, researchers, and policymakers. This means that the main actors are consumersand investors. Following this assumption, a huge amount of research focuses on the behavior of consumersand on the business models driving technical innovation. However, current sustainability challenges requireradical changes that entail institutional redesigns at a systemic level. In this paper, we explore the insightsobtained when applying societal metabolism and practice theory to constraints and drivers over possible changesin current lifestyles. The two concepts of the metabolic pattern of social-ecological systems and social practiceprovide a new framework to generate a systemic contextualization of the analysis of human activities and theirenergy consumption. The MuSIASEM (Multi-Scale Integrated Analysis of Societal and Ecosystem Metabolism)generates a quantitative analysis based on the end-use matrix that provides a more complex view of the conceptof energy efficiency by allowing a multi-scale and multi-dimensional study of the performance of energy uses inwhich several relevant factors are considered simultaneously. We present results obtained in two EU projects(EUFORIE and MAGIC) with applications referring to different societal levels as examples illustrating theproposition of the paper. The results show an alternative explanation of the drivers affecting our lifestyle andsystemic information that allows reframing decarbonization debates to institutional and political levels.

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2.4 Academic Practices (I4)

Assessing “climate change research” carbon footprint: The LICCI project casestudy

Lorena Graf Perez de la Vega? Andre Braga Junqueira Victoria Reyes Garcıa?Institute of Environmental Science and Technology (ICTA-UAB)

Abstract

While scientists agree on the anthropogenic causes of global warming, they have only recently started toconsider the link between scientific activities and associated carbon emissions. Moreover, despite their rolemodel in Western societies, few scientists have adopted measures to reduce carbon emissions associated withscientific activities. In this research, 1) we review the nascent literature on the topic, 2) estimate carbon emissionsassociated to one particular research project, and 3) model changes in carbon and scientific impact associatedwith three scenarios. As a case study, we use the LICCI ”Local Indicators of Climate Change Impacts. TheContribution of Local Knowledge to Climate Change Research” project (www.licci.eu), an ERC project studyingthe potential of Indigenous and local knowledge systems to improve the understanding of climate change impactson physical, biological, and socioeconomic systems. This case study will be oriented to calculate the past andprojected carbon footprint of the LICCI project and to propose guidelines for a reduction and mitigation strategy.Using emission factors and calculations provided by up-to-date and trustworthy online resources, we estimate theproject carbon emissions associated with 1) website and online data storage, 2) energy consumed in the projectoffice and 3) work-related transportation and travel. We expect that our results will help in raising awarenesswithin the scientific community regarding the carbon footprint of their activities, and foster similar initiativesto quantify, reduce and mitigate carbon emissions of research projects.

Getting to “Less”: How to decarbonize earth and ocean science conferences?

Dwight Owens? Soeren Thomsen† Anna Zivian Ibukun Jacob AdewumiMilan Kloewer

?Ocean Networks Canada, University of Victoria†GEOMAR Helmholtz Centre for Ocean Research, Kiel, Germany

Abstract

The “Fly Less” movement is gaining traction in some sectors, but adoption has been slow in one surprisingsegment: scientists who study impacts of climate change on our oceans, as well as institutional managers who areresponsible for coordinating their research activities. Part of the reason behind this may be our current academicmodel, which encourages scientists to fly to scientific conferences, workshops and seminars. For example, theAmerican Geophysical Union conference in the United States each year attracts over 24,000 participants andthe combined estimated travel related carbon footprint of this conference was 69,300 tCO2e in 2019 (Kloewer,2019). The economic model for major science conferences is not designed for virtual participation, and untilrecently, many of the side-benefits of attending in person could not be replicated through virtual means. But thisis changing and some early-career researchers within the Earth and Ocean Science community are advocatingnew approaches. In this session, we describe www.virtualbluecop25.org, our initial foray into the world of globalonline scientific meetings. This month-long event culminated in a 24-hour round-the-world series of scientificwebinars coinciding with Oceans Day at the 2019 25th IPCC Conference of Parties in Madrid, Spain. We identifysuccesses with this event, areas needing improvement, and future directions for reducing air travel for earth andocean science.

References:

� Klower, M. (2019). The travel carbon footprint of the AGU Fall Meeting 2019. https://doi.org/10.5281/zenodo.3555424

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3 Policies

3.1 Roadmaps and Visions (P1)

Future visioning for Sustainable Lifestyles and a Green Economy: Results from 7European countries and its Impact

Jaco Quist? Adina Dumitru Eline Leising Ines Omann?Faculty of Technology, Policy, Management, TU Delft, Jaffalaan 5, 2628 BX Delft, Netherlands

Abstract

Backcasting essentially means looking back from a desirable future. Over the last decade backcasting andother visioning approaches have occasionally been applied to sustainable lifestyles, sustainable consumption andlocal communities, though the economic aspects or type of economy have hardly been touched upon in backcastingso far (e.g. Quist, 2016). The proposed paper builds on the emerging visioning for sustainable lifestyles literatureand has developed a participatory visioning and backcasting methodology for sustainable lifestyles and a greeneconomy using the distinction between sufficiency or de-growth and green growth as a starting point (Quist andLeising, 2016a), as part of the EU funded Glamurs project (Dumitru and Garcia Mira, 2017),. The methodologyconsists of two series of workshops, and involves stakeholders from different societal domains. The first series ofworkshops focused on problem orientation and vision development (Quist and Leising, 2016a), while the secondseries of workshops aimed at vision refinement, backcasting analysis, and development of pathways and follow-upagendas (Quist and Leising, 2016b). The methodology has been applied in seven regions in Europe: (1) BanatTimis (the region around Timisoara in Romania, (2) Central Germany (the region around the city of Halle), (3)the Danube-Bohemian Forest region in Upper Austria; (4) Galicia in Spain, (5) Lazio, including Rome in Italy,(6) the Rotterdam-Delft-The Hague metropolitan region in the Netherlands, and (7) the city of Aberdeen andAberdeenshire in Scotland. The proposed paper reports methodology and main results from the cases, followedby a cross case comparison and discussing the impact of the cases.

References:

� Dumitru, A., Garcia Mira, R., (2017) Green Lifestyles, Alternative Models and Upscaling Regional Sustain-ability (Glamurs), Final Report, Retrieved (11-11-2017) from http://glamurs.eu/wp-content/uploads/

2017/03/GLAMURS_Final_Report.pdf

� Quist, J (2016) Backcasting, in: Foresight in Organizations: Methods and Tools, editor, P van der Duin,Routhledge, pp 125-143, https://www.researchgate.net/publication/303433998_Backcasting

� Quist, J., Leising, E., (2016 eds.). Deliverable 4.3: Report on future lifestyle scenarios and backcasting vi-sion workshops, Grant (613420) , https://www.researchgate.net/publication/340934431_Deliverable_52_Report_on_future_lifestyle_pathways_and_workshops

� Quist, J., Leising, E., (2016, eds). GLAMURS Deliverable 5.2, Report on future lifestyle pathways andworkshops,. Grant 613420, , https://www.researchgate.net/publication/340934431_Deliverable_52_Report_on_future_lifestyle_pathways_and_workshops

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Empowering citizens to adopt 1.5 degree lifestyles – the Sustainable LifestyleAccelerator (SLA)

Torsten Masseck? Michael Lettenmeier† Katrin Bienge‡?UPC

†Aalto University‡Wuppertal Institute

Abstract

Housing, mobility, food, leisure activities and consumption of goods and services are main areas whichcontribute to a household’s carbon footprint and where citizens can be empowered to introduce changes. Overallaim is the adoption of so-called 1.5-degree lifestyles, contributing to limit global temperature rise to 1.5 degreesCelsius until the end of the century. In terms of CO2 emissions so-called “3-tonnes lifestyles” are currentlydiscussed as important milestone for 2030, and “1-ton lifestyles” for 2050. Providing citizens with the righttools and knowledge regarding lifestyle impact and lifestyle changes, which carbon footprint reductions can beachieved through behavioural changes on short term, and which potential for reductions can be identified on midand long term? The project “The Sustainable Lifestyles Accelerator (SLA) – Catalyzing Change“ applies theassessment of the carbon and material footprint of families, a roadmapping tool for the creation of individualizedreduction pathways and online tools for tracking and upscaling. 7 pilot households in Spain have designed theirpersonal transition pathways 2030 with a reduction of their Carbon Footprint of 36 % on average. During a3-month experimental phase households achieved an average Carbon Footprint reduction of 13%. Importantdrivers and obstacles for change could be identified through feedback of pilot families, e.g. the importance ofcollective approaches, of sharing experiences and support by public administration. Results show that there is ahuge potential for individual lifestyle changes of citizens and online platforms might play a key role in supportingand empowering citizens to do so.

For a better integration of lifestyles changes in decarbonisation pathwaysMathieu Saujot? Henri Waisman Thomas Le Gallic

?IDDRI (Institute for sustainable development and international relations, SciencePo Paris)

Abstract

The Paris Agreement introduced long-term strategies as an instrument to inform progressively more ambitiousemission reduction objectives. Indeed, these strategies are a necessary support for political debates, by identifyingvisions, uncertainties and trade-offs and by reconnecting short and long term. Yet, historically, there has beena predominance of technico-economic pathways, and little exploration of the potential of lifestyle changes. Thishas hindered the promotion of low-carbon lifestyles by public policies. For low-carbon lifestyles to be reallypromoted through public policy, we need to share a better understanding of the role of changing lifestyles inclimate change mitigation strategies. Based on a literature review, our empirical experience in the buildingof low-carbon pathways, and interviews of modellers and experts, this paper brings three contributions. 1) Itidentifies a recent inflexion towards a better integration of lifestyle changes in national and international studiesinvestigating ambitious mitigation goals. 2) It proposes four key contributions to political debates of a betterintegration of lifestyles changes. To show the limits of current techno-economic pathways and reaffirm theindivisibility between the technical and social nature of the transition. To shift a framing focused on technicalsolutions and test the feasibility and role of other transformations. To build a common language and make thetransition more concrete and explicitly connected to daily life concerns. To encourage the expert community toincrease its knowledge of social transformations and to move out of silos. 3) It identifies political, methodologicaland cross-disciplinary challenges and proposals for progress.

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Translating 1.5◦C scenarios into low carbon lifestylesClare Hanmer? Charlie Wilson?Tyndall Centre, University of East Anglia

Abstract

Integrated assessment models (IAMs) identify the transformations in energy supply and demand required tolimit global temperature rise in climate change mitigation scenarios. This presentation introduces a method fortranslating projections of energy demand from these global scenarios into narratives about lifestyle change in aspecific country. The aim is to provide non-technical descriptions to inform the general public about lifestylesin a low carbon future, focusing on the changes which matter most in key services such as thermal comfort andmobility. IAM output data quantifying energy demand in global regions are downscaled to allocate emissionreductions to individual countries. Future projections are used to quantify the transformations required inamount of service (‘avoid’), intensity of service (‘improve’) and type of service (‘shift’) to be consistent withscenarios which limit global warming to 1.5◦C. The method is illustrated by a discussion of lifestyle changesin the UK, focusing on shifts in thermal comfort services (changes in heating technologies, fuels and buildingfabric). A set of household archetypes which capture sources of variation in UK housing are identified and thesignificant changes each archetype experiences in a 1.5◦C scenario are quantified. The lifestyle implications ofmajor sources of change, which include electrification of heating and improvements in building envelopes, arediscussed.

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3.2 Effects of Climate Policies (P2)

Achieving lower carbon lifestyles and equity through carbon pricing: Asimulation of the use of cash transfers for the case of Peru

Anja Gaentzsch Daniele Malerba? Hauke Ward?German Development Institute

Abstract

Carbon taxes are an economically effective and efficient policy measure to address climate change mitigation.One of the reasons is that they achieve lower carbon lifestyles, by making carbon-intensive products expensiveand changing consumption patterns. However, they can have severe negative distributional effects, increasinginequality and poverty. And they can encounter strong political opposition from interest groups. The questionis then how to make these economy-wide efficient that aim to lower the carbon content of lifestyles, also fair andaccepted? Luckily carbon pricing mechanisms raise revenues to be used to overcome the aforementioned issues.This paper simulates how to best recycling parts of these fiscal revenues to vulnerable, lower income householdsthrough cash transfers (social assistance) for the case of Peru. The analysis combines Input-Output (I-O) tablesand a nationally representative household survey. In a first step, it calculates the carbon footprint of lifestylesof households; and the consequent distributional impacts of a hypothetical carbon tax. In a second step thepaper evaluates how (parts of) the revenues could be recycled through existing, or improved, transfer systemsto reduce burdens for the poorest households. The analysis shows that through the use of cash transfers, carbonpricing can lower emissions, while also lowering poverty and inequality levels. But the design of cash transferpolicies is crucial. Therefore, low-carbon lifestyles can be achieved within equality and justice if well designedpolicy mixes are implemented; and it could leave fiscal space to address opposition from vested interest groups.

Who bears the cost and who benefits from low-carbon transport policies inpolluted cities? Evidence from Paris

Marion Leroutier??Paris School of Economics, CIRED, Universite Paris 1

Abstract

In this paper I investigate the relationship between individuals’ transport choices, contribution to CO2emissions and exposure to ambient air pollution in the context of the Paris area. Air quality co-benefits designatethe improvement in air quality that climate mitigation policies can induce, due to the overlap in the sectorscontributing to greenhouse gas emissions and sectors contributing to local air pollutants emissions. Can thedesirability of low-carbon transport policies be enhanced by the prospect of immediate air quality improvementsand the associated health benefits? The answer depends to a large extent on who would bear the costs of thelow-carbon policy and who would benefit from the air quality co-benefits. I examine these issues in the context ofhypothetical low-carbon transport policies constraining car use in Paris. I combine geocoded income data withpollution and transport data from a survey on transport choices conducted in the Paris area in 2010. I estimatehow much income determines individual exposure to air pollution and mean CO2 emissions from transport. Ifind that exposure to air pollution follows a U-shaped curve as a function of income, with both the poorest andrichest households most exposed and the middle deciles less exposed, while CO2 emissions increase with incomeuntil the 5th decile, then stabilize. This suggests that poorer households could benefit the most from low-carbontransport policies (high air quality benefits and low CO2 emissions), median households could benefit the least,while the situation of the richest households is more ambiguous.

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From Factor-Four Mitigation to Zero-Net Emissions: Is a fair energy transitionpossible? Evidence from the French Low-Carbon Strategy

Emilien Ravigne? Frederic Ghersi Franck Nadaud?CIRED, Centre International de Recherche sur l’Environnement et le Developpement

Abstract

Redistributive consequences of environmental policies constitute a major issue for the public acceptability andhence political feasibility of the energy transition as underlined by the recent “Gilets Jaunes” demonstrations.This paper objective is to investigate which socio-economic features drive inequalities and to assess precisely theshort and mid-term distributive impacts of different environmental measures. We compare two policy packageswithin the French Low-Carbon Strategy, whose level of ambition has been raised from a fourfold reduction inFrance’s emissions to carbon neutrality in 2050. To that end, we develop a methodology that combines micro-simulation and computable general equilibrium (CGE) techniques. We produce by iteration a 2035 economicoutlook both consistent at the economy-wide level and disaggregated across several thousand household types.We explicitly model households’ expenses trends following price and income changes and we estimate for eachhousehold carbon-abatement potentials for housing renovation or electric vehicle (EV) purchase. We show thatan integral redistribution of carbon tax revenue is only efficient to reduce inequalities if directed towards poorhouseholds. A lump-sum redistribution among households would push a large number of households below thepoverty line (respectively +1.75% and +2% for Factor Four and Net Zero Emissions scenarios). Additionalenergy-efficiency measures are of little effect poverty rate as EV purchases and house-owners are fewer in thefirst deciles. However, additional measures and a redistributed increase in carbon tax reduce fuel poverty withan average 13% decrease in additional direct emissions for households and a nearly 60% drop in fossil fuelexpenditures.

Potential contribution of eco-communities in achieving energy and climatetargets - An analysis for Germany

Eva Klotz

Abstract

Prominent mitigation measures for the climate crisis focus on renewable and partly nuclear energy generation,as well as energy efficiency. Because a swift reduction of global greenhouse gas (GHG) emissions is required,a mix of all sustainable solutions is imperative. This includes solutions beyond technology, such as socialinnovations which are currently experimented e.g. by eco-communities. Against this background this researchexamines how and to what extent do German eco-communities contribute to achieving climate targets and whatare insights for energy policy. I used an approach of mixed methods. Quantitative data on the residentialenergy consumption of six German eco-communities was collected, analysed and compared to current Germanaverage consumption and results from an ambitious energy scenario. In addition, a site visit to one communitywith a face-to-face interview was conducted. Results show, average specific residential energy demand of theanalyzed communities is in the same range as the German average, but some communities demonstrate a notablereduction. The corresponding specific GHG emissions are, except for one community, lower or much lower thanthe German average. Additionally, some eco-communities agree collectively on strict rules concerning personallifestyle. Positive examples from this research show that a high comfort of life is reconcilable with low energyconsumption and very low GHG emissions. Energy policy needs to follow these positive examples, set targetsfor absolute less energy consumption and integrate measures of energy sufficiency. Furthermore, an enablingenvironment for an upscaling of experimental lifestyles and ambitious climate policy is needed.

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3.3 Policy Experiments (P3)

The role of advertising and social norms in shifting consumption towardslow-carbon goods: an experiment

Juana Castro Santa? Stefan Drews Jeroen van den Bergh?Institute of Environmental Science and Technology (ICTA-UAB)

Abstract

Shifting consumption patterns from high-carbon products to the lower-carbon counterparts can be highlyeffective for reducing global CO2 emissions. However, this is a particularly challenging task, given increasedtargeted advertising and the lock-in nature of consumption in highly advertised brands. In this paper we testedtwo potential strategies for shifting consumption: advertisement of the low-carbon products and communicationof a pro-environmental “green” social norm. In a series of experiments, participants made incentivized choicesbetween a well-known “brown” product and the greener, less well-known alternative. Across treatments wemanipulated in a Facebook profile the product that was advertised and the strength of a descriptive social normand tested their net and combined effects on choice. Both green advisement and green social norms were found tobe effective in shifting choices towards the low-carbon alternative. However, the effect of the green social normwas vanished in the presence of brown advertisement. Findings point to the limits of social norms as policyinstruments and suggest that regulating advertisement of high-carbon products might be necessary in order toachieve a significant impact on consumption patterns.

Say when! Promoting household waste separation with behavioural insights inArgentina

Anna Pegels? Jorge Luis Castaneda Caroline Kotter Florian Kutzner

Mario Negre Christian Weidner?German Development Institute

Abstract

Waste separation for recycling is an important element of low-carbon lifestyles, not only by avoiding landfillemissions, but also by reducing the need for new materials. Unfortunately, waste separation is in its infancy,particularly in the global South. Argentina is a case in point, with recycling rates of about 6%, mainly dueto low household waste separation. In a randomised controlled trial, we investigated the impact of behaviouralapproaches to promote waste separation in the Argentinean municipality of Trelew. In particular, we distributedcombinations of simplified information, an appeal to help the separation plant workers, and a magnetic calendaracting as reminder, to about 4,800 households. The intervention with the best cost-benefit ratio was the letterwith simplified information on the required behaviour of individual households, including the day of recyclablesdisposal. It increased the rate of households separating and disposing of recyclables on the required day from 11%(control) to 26%. Adding the appeal to support the workers or the magnetic calendar did not improve the impact.The impact was sustainable 6 months after the intervention. Based on our findings, the municipality scaled theintervention to about half of the city. Accompanying data collection confirmed the effectiveness of the scale-up.We see a high potential to use our insights to increase the impact of waste separation policies not just in Trelew,but also in other cities with comparable waste management systems. Cost-effectiveness is particularly relevantfor transferability, particularly to municipalities in the global South, where budget constraints are frequent.

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AC/DCE Ain’t no Fan - Promoting energy efficient air conditioners in a discretechoice experiment in Ghana and Philippines

Sascha Kuhn? Florian Kutzner John Thøgersen?German Development Institute / Deutsches Institut fur Entwicklungspolitik (DIE)

Abstract

With an increase of weather extremes due to climate change alongside with a growing middle class, the demandfor space cooling is expected to grow briskly in countries such as Ghana and the Philippines. To decelerate thevicious circle of air conditioners being a contributor but also a way to cope with climate change, it is essential tofind ways to encourage households to buy devices with the least impact on the climate. This paper adds insightsinto how to use labelling to promote energy efficient appliances in middle income countries most effectively. Wereport the results of choice-based conjoint experiments (also known as discrete choice experiments) in Ghana(N = 876) and the Philippines (N = 801) involving air conditioners (ACs). Local efficiency labels are modifiedto include reasons for energy efficient ACs based on theory of attitude functions (e.g. environmental, utilitarianor social). We find that the effects of efficiency information can be strengthened by using social (Ghana)or environmental (Philippines) appeals. Results call for better understanding of contextual contingencies tomaximise the impact of eco labels.

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3.4 Policy Acceptability (P4)

Public acceptability of carbon taxation under mixed revenue uses andinformation provision

Sara Maestre-Andres Ivan Savin?† Stefan Drews Jeroen van den Bergh?Institute of Environmental Science and Technology (ICTA-UAB)

†Graduate School of Economics and Management, Ural Federal University

Abstract

Revenue use has been identified as critical to public acceptability of carbon taxation. Which particularrevenue use is most apt, and which perceptions of policy effectiveness and fairness explain this, remains unclear,though. Here we report a survey experiment testing how distinct revenue uses affect tax perceptions andacceptability. This involves assessing the influence of prior knowledge and information provision about thepurpose and functioning of carbon taxation. While previous research focused on single revenue uses, here wealso consider mixed ones. Our results show that spending revenues on climate projects, rather than compensatinglow-income households or mixed revenue uses, maximises acceptability. It is, moreover, perceived as most effectiveand fair. However, when respondents had to indicate their most favoured allocation of revenues, more than halfpreferred a mix. We further find that providing information about carbon taxation increases acceptability forsome but not all revenue uses.

Acceptability of Solutions for the Ecological Problem of Aviation: AComparative Content Analysis of Environmental Protests and Mainstream

Media in SwitzerlandAgnes S. Kreil?

?ETH Zurich

Abstract

The international aviation sector has grown immensely in the last decades, leading to increased emissions ofgreenhouse gases. This puts the industry and the social practice of flying at odds with the Paris Agreement, whichcommits signatory nations to emission reductions in order to limit global warming to less than 2°C compared topre-industrial levels. Many solutions have been proposed for overcoming this perceived contradiction of aviationand sustainability, spanning technical, social, and economic measures, different policies, and individual behaviorchange. Scholarly attention has been paid to the aviation industry’s discourse on solutions, which promotescarbon offsets and technological innovation. This study was designed to provide insights into which policiesand other solutions are endorsed by other societal actors. Applying comparative content analysis, text-baseddiscourses in Swiss mainstream media were contrasted with visual discourses in protest materials at three largedemonstrations organized by Klimastreik, the Swiss branch of the global movement Fridays for Future. Findingsindicate that media and protest discourses converge on a set of solutions: taxation, support for rail network,and individual behavior change. On the other hand, protest materials exclude offsets, technological fixes, andregulations, all of which are featured in the media. I conclude that the solutions proposed by the global aviationindustry have failed to convince Swiss environmentalists, who are instead promoting entirely different solutions;meanwhile both environmentalists and industry seem to have succeeded in setting the media agenda.

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Public acceptance of climate policy in the NetherlandsLieke Dreijerink? Ruben Peuchen

? TNO

Abstract

The Dutch Climate Agreement proposes a number of policy measures aimed at reducing greenhouse gasemissions in the Netherlands. There seem to be many assumptions about social support for policies and especiallythe lack of it, but in practice the levels of support are not measured often. By means of a survey among a sampleof 1,536 Dutch people we investigated social support for 18 policy measures. We included policy measuresas described in the Climate Agreement and added a number of more far-reaching measures. We focused onthree topics: electric vehicles, district heating and eating less animal-based proteins. Additionally we askedrespondents about perceived effectiveness and fairness of the measures, about their concern of climate changeand personal values. Over the last four years concern of climate change among Dutch people is fairly stable: amajority of 70% indicates to be concerned. We found a wide variation in social support for the 18 measures; forsome support is high (e.g. CO2 tax for companies) while for others support is low (e.g. prohibiting sales of meatand fish in governmental buildings). Furthermore, electric vehicle measures were met with the least positiveresponse. In general the proposed communication measures received higher support than juridical measures.Regression-analysis showed that effectiveness, fairness, concern and values were significant predictors of support.We conclude that the average high level of concern provides a basis for the implementation of climate measures.Moreover, developing fair and effective policies will increase the chance that they will be accepted.

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