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Stefano Carattini, Kenneth Gillingham, Xiangyu Meng, Erez Yoeli

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Observability has been demonstrated to influence the adoption of pro-social behavior in a variety of contexts. This study implements a natural field experiment to examine the influence of observability in the context of a novel pro-social behavior: peer-to-peer solar. Peer-to-peer solar offers an opportunity to households who cannot have solar on their homes to access solar energy from their neighbors. However, unlike solar installations, peer-to-peer solar is an invisible form of pro-environmental behavior. We implemented a set of randomized campaigns using Facebook ads in the Massachusetts cities of Cambridge and Somerville, in partnership with a peer-to-peer company, to study social media users' interest in peer-to-peer solar through clicks on the ads. In the campaigns, treated customers were informed that they could share "green reports" online, providing information to others about their greenness. We find that interest in peer-to-peer solar increases by up to 30% when "green reports," which would make otherwise invisible behavior visible, are mentioned in the ads.

Stefano Carattini, Julia Blasch

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Social interventions are a popular tool to stimulate pro-social (including climate-friendly) behavior. Their use is, however, limited when the descriptive norm is low, i.e. when a desirable behavior is only practiced by a minority within the respective reference group. We tackle this issue by testing new strategies for social interventions, with an especially sophisticated target group. We implement a field experiment at two subsequent conferences in environmental economics, with which we examine the conference participants' proclivity to offset carbon emissions. For the two treatment conditions that we introduce, we document an average null effect. Yet, for one condition, we find that the intervention can be effective when the targeted individuals feel socially close to the referenced peer group. Further, we find suggestive evidence that the effectiveness of such interventions increases as individuals are exposed to repeated treatment, but with decreasing marginal returns.

Stefano Carattini, Robert Dur, John A. List

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Many policies that are generally considered socially desirable by the scientific community, based on modeling and causal empirical analyses, are not very widespread. The main driver is often lack of public support at baseline ("ex ante"). Yet, there is evidence that when voters hold biased beliefs ex ante about a given policy, experiencing the policy firsthand may lead them to correct their beliefs and increase public support. If it was widely documented that opposition to sound policies in part dissipates when voters experience a given policy, then more policy-makers may be inclined to experiment with policies that scientists recommend but that are unpopular ex ante. Systematically combining policy evaluation with causal analysis of public support would allow scholars to create a body of knowledge on the conditions under which policies become more (or less) popular after implementation and what are the drivers of changes in beliefs and public support.