Message framing to promote solar panels.

ABSTRACT: Green technologies, such as solar panels, foster the use of clean energy, yet often involve large-scale investments. Hence, adoption by retail consumers has been a key barrier. Here, we show that message framing can significantly increase customers' serious commitment to adopting solar panels by providing empirical evidence in the field from a large-scale randomized controlled trial with a nationwide online retailer in the Netherlands (N = 26,873 participants). We design four messages aimed at promoting the purchase behavior of solar panel installations. Our messages present outcomes for oneself or for the environment and highlight cost savings versus earnings (for oneself) or reducing emissions versus generating green electricity (for the environment). Across all messages, we observe a hi

SUBMITTER: Bar D 

PROVIDER: S-EPMC10632465 | biostudies-literature | 2023 Nov

REPOSITORIES: biostudies-literature