Household preferences for load restrictions: Is there an effect of pro-environmental framing?

In this paper, we investigate whether a pro-environmental framing influences households' stated willingness to accept restrictions on their electricity use. We use split-sample choice experiment and ask respondents choose between current contract hypothetical contracts featuring various load controls monetary compensation. Our results indicate that the makes marginally less likely prefer contracts. find significant effect related few attributes, particularly reduces respondents' willingness-to-accept compensation for number of days with control flexibility appliances control. The further show affects who do not perform activities. finding suggests message, which is inexpensive include in proposed contract, may influence preferences people are engaged