Promoting pro-environmental consumer behavior through a comprehensive cognitive theory of carbon footprint information processing

Households consume about 30% of all energy and contribute about 20% of carbon dioxide emissions in the world.

The EU and other organizations have developed methods such as eco-labelling and carbon offsetting to guide consumer choices and reduce consumers' environmental burden.

At the same time, several of our studies show that these methods are also associated with rebound effects that can lead to increased consumption.

A theoretical understanding of the mechanisms behind the rebound effects combined with methods to reduce their impact on consumer behavior thus has great potential to reduce the human burden on the environment.

In a series of studies, with this project we want to bring together theories and methods from cognitive psychology and behavioral science to increase the theoretical understanding of rebound effects from energy labeling, eco labeling and carbon offsetting. We will also develop and evaluate methods to prevent the rebound effects from occurring.

The research contributes to developing theoretical models for environment-related behavior and has its clearest application in strategies for countering people’s negative environmental and climate impact.