In cooperation with Scandinavia’s biggest electrical retail chain, Elkjp, the Norwegian NGO GreeNudge informed customers about total lifetime costs of household appliances. We did this by adding a second price tag to the conventional sales price: lifetime energy cost. We used this cost information to nudge customers to buy more energy efficient products.
GreeNudge initiated and funded the study, which was conducted by researchers from CICERO Center for International Climate and Environmental Research - Oslo. The results were published in the Journal of Consumer Policy. The combined effect of lifetime cost labelling of tumble driers, and training sales staff to promote energy efficient products, was a 5 % net reduction in energy use from the appliances sold (read more about the study here: http://www.greenudge.no/en/studier/artikkel-under-studier/)
2 million cars
- A 5 per cent reduction may not sound much. However, applied to all household appliances sold in the EU, the reduction would amount to a staggering 10 million tonnes of CO2, equal to the exhaust of 2 million cars. We believe that every retail store in Europe should start doing this, exploiting the triple-win of green nudging, says Gunhild A. Stordalen, CEO of GreeNudge. The retailer benefits by selling higher priced products. The customers benefit by paying less over the lifetime of the product. The environment benefits because the products consume less energy.
Lifetime pricing part of UK Energy Efficiency Strategy
Inspired by the GreeNudge study, the UK Department of Energy and Climate Change (DECC) will test the effect of lifetime pricing on appliances at John Lewis stores as part of a new Energy Efficiency Strategy. The ambition is to become a global leader in reducing energy use.
- Using behavioural research to design small, cost-efficient green nudges represents a potent measure for combating climate change if scaled up. We are excited that DECC and the British Government currently are setting up this study in order to see if it possible to reproduce our results in the UK. Traditional sticks and carrots represent respectively unpopular and costly tools for policymakers. Improving energy labelling is a simple, cost-efficient measure helping consumers reduce their energy bills and save the environment, says Stordalen.
What is nudging
A nudge means a gentle push to get someone’s attention. A popular example is the fly etched into the urinal porcelain at the mens restroom at Schiphol Airport in Amsterdam. The urinal flies reduced the urine spillage by 80%. Men simply aim better when they have something to aim at. The study was presented in the 2008 bestseller Nudge: Improving Decisions about Health, Wealth, and Happiness by Richard Thaler and Cass Sunstein. Co-author Thaler is the Senior Advisor to BIT.
GreeNudge is a Norwegian non-profit organization founded in 2010 by Gunhild and Petter A. Stordalen. GreeNudge initiating, financing and promoting research projects which combine behavioural research and climate measures. The organization is supported by the European Climate Foundation. For more information: www.greenudge.no/en
Watch highlights from the study here: http://www.youtube.com/watch?v=XLwXK8OfjrU
CONTACTS : For GreeNudge: Benedicte B. Eie, senior advisor on communication, Phone: +47 99485277 email: firstname.lastname@example.org or CICERO Steffen Kallbekken, responsible scientist, GreeNudge & research director Phone: +47 22858758 Email: email@example.com , ,