What Influences People’s Tradeoff Decisions Between CO(2) Emissions and Travel Time? An Experiment With Anchors and Normative Messages

One of the today’s greatest challenges is to adjust our behavior so that we can avoid a major climate disaster. To do so, we must make sacrifices for the sake of the environment. The study reported here investigates how anchors (extrinsic motivational-free information) and normative messages (extrinsic motivational information) influence people’s tradeoffs between travel time and carbon dioxide (CO(2)) emissions in the context of car travel and whether any interactions with environmental concern (an intrinsic motivational factor) can be observed. In this study, people received either a CO(2), health or no normative message together with either a high anchor, a low anchor, or no anchor. People that received both a high anchor and a CO(2) emission normative message were willing to travel for a longer time than those that only received a high anchor. If a low anchor was presented, no differences in willingness to travel for a longer time were found between the three different conditions of normative message groups, i.e., CO(2) normative message, health normative message, or no normative message. People with higher concern for the environment were found to be willing to travel for a longer time than those with lower concern for the environment. Further, this effect was strongest when a high anchor was presented. These results suggest that anchors and normative messages are among the many factors that can influence people’s tradeoffs between CO(2) emission and travel time, and that various factors may have to be combined to increase their influence over pro-environmental behavior and decisions.