Household preferences for load restrictions: Is there an effect of pro-environmental framing?
通过选择实验，研究环保框架是否影响家庭接受用电限制的意愿，发现框架使受访者更不愿接受当前合同，尤其影响不常从事环保活动的人群。
In this paper, we investigate whether a pro-environmental framing influences households' stated willingness to accept restrictions on their electricity use. We use a split-sample choice experiment and ask respondents to choose between their current electricity contract and hypothetical contracts featuring various load controls and a monetary compensation. Our results indicate that the framing makes respondents marginally less likely to prefer their current contracts. We find significant pro-environmental framing effect related to a few contract attributes, particularly the framing reduces respondents' willingness-to-accept compensation for the number of days with load control and for flexibility to choose appliances for load control. The results further show that the framing affects respondents who do not perform pro-environmental activities. Our finding suggests that a pro-environmental message, which is inexpensive to include in a proposed contract, may influence the preferences of people who are less engaged in pro-environmental activities.