Information, Incentives, and Proenvironmental Consumer Behavior
The article discusses the factors influencing proenvironmental consumer behaviors and the policy implications of knowledge about these influences. It presents a conceptual framework that emphasizes the determining roles of both personal and contextual factors and especially of their interactions. The practical usefulness of the framework is illustrated by evidence of the interactive effects of information and material incentives – typical interventions in the personal and contextual domains, respectively. The author concludes that incentives and information have different functions, so that efforts focused on only one are sometimes misplaced; however, properly deployed, they can have synergistic effects on behavior. Some policy conclusions are drawn for consumer and environmental policy.