Environmental tactics give new meaning to 'green with envy'

If you knew your neighbors were spending less than you on energy, would you curb your consumption? More environmental strategists think so, according to "The Secret to Turning Consumers Green" in today's Wall Street Journal. The article cites numerous studies in which peer pressure and other forms of social mobilization are key to promoting sustainable behavior. That includes one experiment in which hotel guests were more likely to reuse bath towels if they thought other guests were doing the same.
 
The best real-world example of this keeping-up-with-the-Joneses tactic is utility bills that indicate not just how much you owe, but also how your energy usage compares to that of your neighbors. Opower, the Arlington, Virginia-based software company that developed the technology, now has partnerships with nearly three dozen utilities nationwide. For most programs, consumers end up reducing their energy usage by about two percent.  
 
There's no question that shame and envy can be persuasive in fostering green behavior. But based on a recent energy survey of 2,017 Americans by the Consumer Reports National Research Center, money still talks. Roughly three quarters of respondents told us that lowering their energy bills was the main motive for improving their home's efficiency. About half said they wanted to reduce their environmental impact.

Only a third of respondents said they were spurred by government or utility-backed financial incentives, which come off as being rather ineffective in the WSJ article. But as our survey went on to reveal, many Americans shied away from these incentives because they were confused about the rules or worried that getting the money would be a hassle. Consumer Reports believes these problems should be fixed through better consumer education before incentive programs are judged either a failure or a success.  
 
—Daniel DiClerico