Is information making the difference?

One of the most known strategies to nudge consumers into greener (energy) behavior is to provide them with information about their peers consumption patterns in similar conditions.

Recently, however, two differerent studies question the effectiveness of this information on others’ energy use consumption. It appears that it maybe just a matter of salience of the information provided, getting ones’ attention, making him aware and coscient that his consumption matters, more than informing him on others consuming how much and how.

These authors witness in fact actual reduction in energy consumption when consumers just know they are part of a study  or simply when they are receiving a bill… very interesting food for thoughts!