Social Comparison Encourages Climate-Friendly Actions

Do personal efforts to combat climate change contribute to lowering global carbon emissions?

Research indicates that making specific lifestyle changes can significantly impact our carbon footprint. Scientists recommend consuming less beef and dairy while increasing plant-based foods, practising recycling and minimizing plastic use, reusing items, composting food scraps, growing your food, switching from gas to electric stoves, and opting for energy-efficient appliances. These individual choices are essential in reducing carbon emissions and fostering a more sustainable future.

At the same time, there is concern that placing the onus on individuals to address climate change is letting large corporations like fossil fuel companies and big emitters off the hook.

Project Drawdown’s analysis shows that individual and household actions have the potential to produce around 25 -30% of the total emissions reductions needed to avoid dangerous climate change (>1.5°C rise). This figure shows that individual actions are impactful in reducing the planet’s emissions.

According to Project Drawdown, this is because we are a part of the broader economic system highly dependent on fossil fuels from the food we eat, the electricity we use, and the buildings we live in. The rest of the GHG emissions – between 70-75% are within the responsibility of businesses, industry, and governments to reduce.  

Regarding the food we eat, food items vary in terms of the GHG emissions they produce. Data from Energy Savings Trust shows that food production accounts for a quarter of the total GHG emissions. Reducing food production-related emissions means considering the environment when selecting the food we buy and consume.

The graph from Our World in Data below shows the carbon footprint of various food choices.

The graph shows the massive difference in the GHG emissions of various foods – producing a kilogram of a kilogram of beef emits 60 kilograms of greenhouse gases (CO2-equivalents) compared to producing a kilogram of peas.

Overall, animal-based foods tend to have a higher footprint than plant-based foods. Most foods, particularly the largest emitters, have GHG emissions that result from land use change, transport, and processes in the supply chain after the food leaves the farm, including processing, transport, retail, and packaging.

Awareness of the carbon footprint of the food we buy and consume can help individuals make climate-friendly choices and reduce their carbon footprint.

Does knowing all this information drive people to adopt more environmentally-friendly actions? Or are there more effective ways or interventions policymakers can apply to encourage people to choose actions that reduce their carbon emissions?

A study published in Proceedings of the National Academy of Sciences USA reveals the most effective way to drive climate-friendly behaviour.

An analysis of 430 primary studies on strategies to improve environmental-related behaviour, such as recycling, biking, or walking instead of driving, examined what interventions successfully drove climate-friendly behaviours.

A recent study explored six interventions influencing people’s behaviour: education through data sharing, feedback on past actions, commitment, appeals, financial incentives, and social comparison. It revealed that simply providing information was the least effective approach. In contrast, financial incentives—such as rebates, coupons, and fines—can significantly impact behaviour.

The standout method, however, for promoting climate-friendly actions is social comparison. Individuals are often swayed by the actions of their neighbours or friends. For instance, witnessing a neighbour install solar panels or purchase an electric vehicle can strongly encourage similar behaviour in others who see themselves as comparable.

The study also reveals that some behaviours are easier to change than others, as seen in the graphic. Littering, for example, is much easier to change than transportation behaviour. Some people don’t just quickly switch to cycling, walking, or riding public transportation.

The study findings can guide policymakers in applying interventions or combinations to motivate people to adopt more climate-friendly actions and decisions.