Stimulating the drive to drive green: A longitudinal experiment on socially comparative vs. individual digital eco-driving feedback
Vanpaemel, Pieter Weijters, Bert Goedertier, Frank
Vanpaemel, Pieter
Weijters, Bert
Goedertier, Frank
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Publication Type
Conference Proceeding
Editor
Supervisor
Publication Year
2019
Journal
Book
Proceedings of the European Marketing Academy
Publication Volume
Publication Issue
Publication Begin page
1
Publication End page
11
Publication Number of pages
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Abstract
In the global fight against climate change, eco-driving could contribute to the reduction of CO2 emissions. Recommendations on how to drive more ecologically abound, but drivers may fail to implement them as they experience difficulties monitoring their own behaviour. Digital feedback systems can help. In a longitudinal experiment, we communicate eco-driving recommendations to a sample of drivers (N = 412). Over a seven week time frame (in addition to a 13-week pre-experimental baseline easurement), we test whether digital feedback using an eco-score index further improves eco-driving. We experimentally evaluate whether adding a competitive component to the feedback further impacts eco-driving, testing different types of socially comparative feedback. Our results show that competitive feedback may help reduce speeding (but not other aspects of eco-driving), respective of the type of social comparison provided, suggesting that possibly the competitive mind-set as such (rather than the specific information conveyed) triggers the partial eco-driving improvement.
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Keywords
Eco-driving, Telematics, Feedback, Competition, Social Comparison