• Energy Research

Abstract This paper investigates motivational reasons for the low adoption of electric cars (ECs) in Denmark. A theoretical framework was developed based on prior research and reasoned action theories (extended TPB and TAM), and a mixed-method approach consisting of in-depth interviews (n = 7) and a survey of a sample of Danish car owners (N = 238) with an oversampling of EC owners was employed. We find that Danish car owners’ intention to buy an EC increases with their attitude towards ECs and felt moral obligation to buy an eco-friendly car and decreases with increased perceived difficulty in use and feeling uncertain about ECs. Social influence on buying intentions is mediated through the attitude towards ECs and felt moral obligations. Personal experience as an EC owner leads to more favorable beliefs about ECs, which make all motivational factors more favorable. In order to increase demand for ECs, the focus should mainly be on reducing uncertainty and negative expectations. The most effective tool for achieving this is extended trial experience. In addition, communication and other means should be employed to alter the perceived balance between costs and benefits of the EC, including social norms marketing using testimonial advertising and word-of-mouth communication from satisfied EC owners.

This study is one of the first to investigate consumer preferences toward organic food in a developing country, Pakistan, where organic food is not certified. Responses to a survey based on the the...

Our dominant way of living is not sustainable and our activities as private individuals and households directly and indirectly account for a large and increasing share of total environmental impacts. These impacts are related to the structure as well as the level of consumption. In this article, research on the root causes of environmentally harmful human behavior is reviewed. Why is there no satiation of consumption in sight, even in the most affluent countries, and why do people continue to make choices that are known to be environmentally harmful? While potentially catastrophic, the harms from unsustainable consumption are mostly unintentional, which means that informational and educational means are not sufficient to produce the needed changes. They need to be implemented in concert with pervasive structural changes to make the right choice the easy choice.

Abstract This paper examines how energy-saving at home relates to two of people's multiple self-identities as an environmentally friendly and a frugal person. It also investigates whether the impact of these self-identities on energy saving at home is shared or different across countries in Europe. Data comes from a survey of a representative sample of adults from 10 European countries (N ≈ 320 from each country). Energy saving was measured with five items representing the array of energy-saving tips that European households are offered in campaign material and on websites. Psychological constructs were also measured with multiple items taken or adapted from previous research. The multiple-item measurement instruments possess acceptable construct and discriminant validity as well as partial metric invariance across the 10 countries, which is sufficient for the country comparisons. Structural equation modelling reveals that (a) both environmental and frugal self-identities are strongly linked to attitudes towards energy saving, but (b) more weakly related to behaviour, and (c) the latter effect is completely mediated through the attitude in most countries and partly mediated in the remaining countries. Implications for the understanding of energy-saving behaviour and policies are discussed.

Economic arguments, such as saving money, are often used to promote pro-environmental actions — for example, reducing energy use. However, research shows that people's environmental motives are sometimes better drivers of behavioural change.

Abstract Background Humanity's current use of resources is not in line with the goal of sustainable development. Climate change impact scenarios appear worryingly pessimistic. The agricultural and food production accounts for a particularly high share of the impact, and this also holds for consumption of food. Transforming food consumption plays a crucial role in tackling the challenges, and sensory consumer science can contribute to this. Scope and approach This commentary examines what is required of the agricultural and food sector in order to sustainably transform, and outlines the current research streams in sensory consumer science from a sustainability perspective. Based on a comparison of the requirements and research, we suggest a categorization of the contributions that sensory consumer science can make to sustainable development. Key findings and conclusions Six necessary transformations to which sensory consumer science can make a contribution are derived and outlined: 1) promotion of a dietary shift towards more sustainable foods and diets, 2) increase of food diversity, 3) food waste reduction, 4) enhancement of the circularity of the food system, 5) heightening and prioritising food-related well-being, and 6) coping with the effects of climate change. So far, sensory consumer science studies have focused on foods regarded as sustainable (e.g. organic, sustainably claimed, insects and meat alternatives) as well as issues that contribute to sustainability (e.g. shelf-life, fruit and vegetable consumption, unfamiliar food). The conclusion for further future research is that designing sensory consumer science research to explicitly target the six required transformations can increase the discipline's contribution to sustainable development.

A large body of research supports the idea of social norms communication promoting pro-social and pro-environmental behaviour. This paper investigates social norms communication in the field. Signs prompting consumers about sustainable seafood labels and informing them about other consumers’ sustainable choices were displayed in supermarkets in Norway and Germany. Seafood sales (sustainably labelled versus unlabelled products) were observed before, during, and after the implementation of the signs. The expected change towards more sustainable choices was generally not found. In Norway, the choice of sustainable seafood increased in the prompt-only condition, but the effect was neutralised when social norms information was added. In Germany, social norm messages lead to a decline in sustainable choices compared to baseline, a boomerang effect. Overall, an increase in the purchase of seafood (both sustainably labelled and unlabelled) was noted during the intervention. A second study was carried out to further explore the finding that consumers were mainly primed with “seafood” as a food group. In a laboratory setting, participants were confronted with stereotypical food pictures, combined with short sentences encouraging different consumption patterns. Subsequently, they were asked to choose food products in a virtual shop. Confirming the findings of Study 1, participants chose more of the groceries belonging to the food group they were primed with. These studies suggest that social norms interventions—recently often perceived as “the Holy Grail” for behaviour change—are not as universally applicable as suggested in the literature. According to this study, even descriptive norm messages can produce boomerang effects.

The Social Sciences and Humanities (SSH) have a key role to play in understanding which factors and policies would motivate, encourage and enable different actors to adopt a wide range of sustainable energy behaviours and support the required system changes and policies. The SSH can provide critical insights into how consumers could be empowered to consistently engage in sustainable energy behaviour, support and adopt new technologies, and support policies and changes in energy systems. Furthermore, they can increase our understanding of how organisations such as private and public institutions, and groups and associations of people can play a key role in the sustainable energy transition. We identify key questions to be addressed that have been identified by the Platform for Energy Research in the Socio-economic Nexus (PERSON, see person.eu), including SSH scholars who have been studying energy issues for many years. We identify three main research themes. The first research theme involves understanding which factors encourage different actors to engage in sustainable energy behaviour. The second research theme focuses on understanding which interventions can be effective in encouraging sustainable energy behaviour of different actors, and which factors enhance their effects. The third research theme concerns understanding which factors affect public and policy support for energy policy and changes in energy systems, and how important public concerns can best be addressed as to reduce or prevent resistance.