Grant Period : Mar 2023 - Mar 2026
Faculty : TAN, Soo Jie Sheng
Efforts to mitigation greenhouse gas (GHG) emissions over the past two decades have mostly been unsuccessful (Stoddard et al., 2021). For instance, worldwide GHG emissions was at 33Gt of CO2-eq in 1994 – the year where the United Nations Framework for Climate Change (UNFCC) started, and increased at a rate of 1.6%/year to 49.8t in 2019. These increases are made despite yearly attempts at the UNFCC-led Conference of the Parties meetings to convince countries to jointly reduce their emissions. As such, there are now urgent calls from policymakers and scientists to re-imagine research and efforts toward reducing GHG emissions (Newell et al., 2021; Stern, 2021; Stern & Stiglitz, 2022; Stoddard et al., 2021).
As earlier efforts to reduce GHG emissions were mostly focused on industries and the commercial sectors, a largely overlooked emissions source is individual and households. First, through daily activities, the residential sector accounts 11% of GHG emissions (Ritchie, Roser, & Rosado, 2020). Moreover, as final consumers, individuals are also indirectly responsible for a large portion of industrial and transportation emissions. In this regard, it is clear that for the world to attain net-zero emissions or to even substantially cut down emissions, individuals and households need to change current behaviors.
To the extent that change individuals’ behaviors can play a key role in reducing GHG emissions, a seminal study by Wynes and Nicholas (2017) unveil a surprising conundrum. They computed the emissions mitigation potential of many behavioral changes (e.g., switching off lights, eating more plant-based food, etc..), found that governments, schools, and NGOs tend to encourage behaviors that are the least effective. The authors further concluded that by advocating less-effective behaviors, policymakers are running the risk of individuals’ satisficing behaviors, and missing out on more meaningful changes.
Toward this end, the bigger question remains. Why is it that less-effective behaviors are instead encouraged? One plausible answer is that effective behavioral changes are also more costly for individuals to implement – an attribute that Wynes and Nicholas (2017) did not consider in their study. Indeed, using a laboratory experiment, Farjam, Nikolaychuk, and Bravo (2019) found that respondents are much more likely to contribute money to offset carbon emissions if the cost of contribution is low.
As such, this research takes an important first step toward more complete understanding of individuals’ and households’ GHG emissions mitigation behaviors by computing the cost-effectiveness for a list of behaviors.