Around three fourths of Europe’s CO2 emissions are associated with households consumption. Meeting EU’s ambitious climate change targets of reductions in carbon emissions by 2050 will therefore require patterns of household consumption to change radically from the current baseline. Influencing behaviour is a key part of this.
However, ultimately behavioural change messages will not address “rebound” effect or encourage broader sustainability thinking. Indeed, often, people spend money saved on high carbon products or services, offsetting dramatically saved greenhouse gas emissions and sometimes having a huge counter-productive effect on efforts already made.
So, what’s the solution? Manipulate people?