Research Overview

Results Overview

Program interest

  • Interest in one program is predictive of interest in another program
    • People that are interested in one program are also likely to be interested in another program
  • Program interest is the highest for buying an EV, reducing food waste, and contracting for green energy
  • Program interest is the lowest for installing solar, buying offsets, eating less meat, and flying less frequently
  • Beliefs about what should be done and beliefs about what other’s think should be done predict the interest
  • Income does not predict program interest
  • Ethnicity is a weak predictor of interest
  • Education is predictive of program interest
    • This is especially true for those with graduate degrees
    • Education confounds the relationship between income and program interest (Once we add education into the linear regression, coefficients for income are reduced)
  • Participation in and donation to religious groups is not correlated with program interest
  • Participation in and donation to other social organizations is weakly correlated with program interest
  • Being retired is negatively correlated with interest in programs and intention to adopt the behaviors

Intention to adopt

  • Intention to adopt the behaviors is the highest for reducing food waste and flying less
  • Intention to adopt is moderate for purchasing an EV, eating less meat, and contracting for green energy
  • Intention to adopt is the lowest for offsets and solar panels
  • Moderate correlations between various behaviors, suggesting that some behaviors could be offered in a bundle:
    • Buy an EV and buy offsets
    • Buy offsets and install solar
    • Eat less meat and reduce food waste
    • Contract for green energy and install solar
  • All three social expectations are moderate predictors of intention to adopt the behaviors

Results in Detail

Program Participation Interest

How interested would you be in participating in a program which helps you [adopt behavior]?

Boston Index

The survey was fielded from March 31 – April 21, 2021, drawing on the stratified sample of the Boston CBSA (n = 1,155)
​
Beliefs that...
​
Behavior
Adoption
Intention
Others have adopted
Others should adopt
Others think people should adopt
Program interest
Carbon impact ranking
Eat less meat
0.46
0.37
0.37
0.48
0.36
0.36
0.32
Fly less
0.52
0.45
0.41
0.50
0.34
0.36
0.35
Install solar panels
0.10
0.22
0.28
0.60
0.38
0.38
0.64
Purchase an EV
0.16
0.39
0.18
0.61
0.37
0.53
0.55
Purchase carbon offsets
0.06
0.25
0.18
0.62
0.32
0.37
0.45
Purchase green energy
0.15
0.37
0.33
0.80
0.46
0.48
0.61
Waste less food
0.76
0.55
0.42
0.88
0.50
0.53
​

For eating less meat, flying less, and reducing food waste, adoption variable measured current attempt, rather than reported adoption (e.g., Are you trying to fly less frequently than you used to?)

Carbon Impact Ranking

The table below presents the average ranking in terms of the carbon mitigation potential of MIP (highlighted) and low-impact behaviors assigned by participants. For example, on average, installing rooftop solar was assigned rank 4.61 out of 12.

Behavior
Average position
Get 100% of electricity from solar panels on the roof instead of from the grid for one year
4.61
Recycle 100% of recyclable materials generated as waste, including newspaper, magazines, glass, plastic, and metal for one year
4.68
Purchase 100% of household energy from renewable sources for one year
5.14
Drive a fully electric car for one year
5.92
Plant 10 trees
6.05
Replace 25 incandescent light bulbs with ENERGY STAR lights
6.52
Replace old refrigerator with ENERGY STAR refrigerator
6.78
Purchase carbon offsets to offset average American’s annual carbon footprint
7.08
Eliminate all food packaging for one year
7.19
Source all of food locally for one year
7.28
Take one fewer round-trip flight
8.19
Avoid eating all meat for one year
8.55

Correlation tables

Pearson correlations between reported intention to engage in the behaviors
Intention to drive an EV
Intention to fly less
Intention to buy offsets
Intention to eat less meat
Intention to contract for green energy
Intention to install solar
Intention to reduce food waste
Intention to drive an EV
1.00
0.29
0.46
0.36
0.40
0.38
0.37
Intention to fly less
0.29
1.00
0.25
0.38
0.23
0.16
0.32
Intention to buy offsets
0.46
0.25
1.00
0.38
0.48
0.55
0.39
Intention to eat less meat
0.36
0.38
0.38
1.00
0.33
0.26
0.45
Intention to contract for green energy
0.40
0.23
0.48
0.33
1.00
0.53
0.42
Intention to install solar
0.38
0.16
0.55
0.26
0.53
1.00
0.34
Intention to reduce food waste
0.37
0.32
0.39
0.45
0.42
0.34
1.00
Pearson correlations between interest in programs that help adopt the behaviors
Interest in EV program
Interest in fly less program
Interest in offsets program
Interest in eat less meat program
Interest in green energy program
Interest in solar program
Interest in reducing food waste program
Interest in EV program
1.00
0.50
0.56
0.45
0.62
0.55
0.54
Interest in fly less program
0.50
1.00
0.52
0.49
0.53
0.46
0.50
Interest in offsets program
0.56
0.52
1.00
0.55
0.64
0.57
0.59
Interest in eat less meat program
0.45
0.49
0.55
1.00
0.54
0.44
0.59
Interest in green energy program
0.62
0.53
0.64
0.54
1.00
0.66
0.71
Interest in solar program
0.55
0.46
0.57
0.44
0.66
1.00
0.59
Interest in reducing food waste program
0.54
0.50
0.59
0.59
0.71
0.59
1.00

Plots of standardized regression coefficients from linear models regressing intention to perform each behavior/program interest on each of the listed covariates

Intention to adopt: coefficients from linear models that included demographic and psychological variables

Intention to adopt: coefficients from linear models that included demographic variables and political orientation only

Program interest: coefficients from linear models that included demographic and psychological variables

Program interest: coefficients from linear models that included demographic variables and political orientation only

People underestimate how many people think they should take actions

Appendix

Guide to interpreting the results in the tables.

The tables below, broken down by each behavior, help understand: 1) if there are differences in the performance of indicators between the Boston sample and the segment of the population (for example, Males); and 2) how large are these differences.

Eat less meat
  • Program interest: Graduate degree
Segment
Trying to eat less meat
Intention
Belief that others are engaging in the behavior
Belief that others should engage in the behavior
Belief that others think people should engage in the behavior
Program interest
Mean
0.47
0.37
0.37
0.48
0.36
0.36
Standard Deviation
0.5
0.33
0.2
0.5
0.22
0.36
Trying to eat less meat
Intention
Belief that others are engaging in the behavior
Belief that others should engage in the behavior
Belief that others think people should engage in the behavior
Program interest
Male (525)
-0.12
-0.11
-0.04
-0.08
-0.01
-0.07
Female (614)
0.11
0.1
0.03
0.07
0.01
0.06
18-24 (151)
-0.15
-0.14
0.07
-0.06
0
-0.25
25-34 (198)
0.07
0.09
0.17
0.12
0.15
0.14
35-44 (173)
-0.1
-0.04
-0.04
-0.03
0.06
0.08
45-54 (188)
-0.13
-0.07
-0.19
0
-0.05
0.08
55-64 (189)
0.04
0.06
0.04
-0.11
-0.08
-0.05
65+ (240)
0.18
0.05
-0.04
0.05
-0.06
-0.04
White (983)
0
0
-0.01
0
0
0
Other (156)
0.01
0
0.09
-0.02
0
0.02
Under $30,000 (170)
-0.1
-0.02
0.15
0.04
0.12
-0.06
$30,000 to $59,000 (255)
0.05
-0.04
0.04
-0.02
-0.05
-0.05
$60,000 to $99,999 (310)
0
0.04
-0.03
0.02
-0.01
0
$100,000 and over (404)
0.01
0
-0.07
-0.02
-0.01
0.05
High school graduate (167)
-0.17
-0.16
0.05
-0.14
-0.02
-0.26
Associates degree (for example: AA, AS) (97)
0.01
-0.05
0.06
-0.12
-0.01
0.07
Some college (224)
-0.11
-0.12
-0.02
-0.11
-0.06
-0.17
Bachelors degree (for example: BA, BS) (364)
0.03
0.02
-0.01
-0.01
-0.05
0
Post-graduate degree (for example: MS, MBA, MD, PhD) (265)
0.15
0.19
0
0.23
0.13
0.28
Reduce food waste

Most of the differences between the Boston sample and segments of the population are small.

Segment
Trying to reduce food waste
Intention
Belief that others are engaging in the behavior
Belief that others should engage in the behavior
Belief that others think people should engage in the behavior
Program interest
Mean
0.76
0.55
0.42
0.87
0.49
0.52
Standard Deviation
0.43
0.31
0.23
0.33
0.26
0.36
Trying to reduce food waste
Intention
Belief that others are engaging in the behavior
Belief that others should engage in the behavior
Belief that others think people should engage in the behavior
Program interest
Male (525)
-0.07
-0.04
-0.03
-0.02
0.02
-0.05
Female (614)
0.06
0.03
0.03
0.01
-0.02
0.04
18-24 (151)
-0.06
-0.07
0.07
0.03
0.11
-0.2
25-34 (198)
0.03
0.12
0.16
0.07
0.2
0.13
35-44 (173)
-0.04
0.01
-0.02
0
0.05
0.18
45-54 (188)
-0.04
0.1
-0.05
-0.03
0.03
0.13
55-64 (189)
-0.06
-0.1
-0.08
-0.06
-0.18
-0.16
65+ (240)
0.12
-0.06
-0.06
0
-0.15
-0.09
White (983)
-0.01
-0.02
-0.01
-0.02
-0.03
-0.01
Other (156)
0.08
0.12
0.09
0.1
0.16
0.09
Under $30,000 (170)
-0.01
-0.02
0.11
0.01
0.12
-0.05
$30,000 to $59,000 (255)
0.03
-0.04
0.04
0
-0.05
-0.1
$60,000 to $99,999 (310)
-0.06
-0.01
-0.04
-0.06
-0.05
0.01
$100,000 and over (404)
0.03
0.04
-0.04
0.04
0.02
0.08
High school graduate (167)
-0.11
-0.16
0.02
-0.08
0.01
-0.29
Associates degree (for example: AA, AS) (97)
0.04
0.1
0
-0.02
-0.02
0.18
Some college (224)
-0.13
-0.16
-0.07
-0.07
-0.1
-0.25
Bachelors degree (for example: BA, BS) (364)
0.04
0.06
0.02
0
0.02
0.13
Post-graduate degree (for example: MS, MBA, MD, PhD) (265)
0.13
0.13
0.03
0.11
0.06
0.19
Purchase carbon offsets
  • Intention: 25-34; 35-44
  • Belief that others are engaging in the behavior: 18-24
  • Program interest: 35-44
Segment
Bought carbon offsets
Intention
Belief that others are engaging in the behavior
Belief that others should engage in the behavior
Belief that others think people should engage in the behavior
Program interest
Mean
0.06
0.25
0.18
0.61
0.31
0.37
Standard Deviation
0.24
0.28
0.2
0.49
0.27
0.35
Bought carbon offsets
Intention
Belief that others are engaging in the behavior
Belief that others should engage in the behavior
Belief that others think people should engage in the behavior
Program interest
Male (525)
0.12
0.08
0.05
-0.04
0.08
0.04
Female (614)
-0.1
-0.07
-0.04
0.03
-0.07
-0.04
18-24 (151)
0.11
0.04
0.32
0.21
0.21
-0.01
25-34 (198)
0.24
0.3
0.19
0.27
0.19
0.2
35-44 (173)
0.24
0.27
0.13
0.14
0.14
0.28
45-54 (188)
-0.12
-0.02
-0.08
-0.09
-0.06
0.06
55-64 (189)
-0.21
-0.27
-0.22
-0.2
-0.24
-0.21
65+ (240)
-0.18
-0.24
-0.21
-0.23
-0.15
-0.25
White (983)
-0.02
-0.02
-0.04
-0.03
-0.02
-0.02
Other (156)
0.13
0.14
0.24
0.19
0.14
0.14
Under $30,000 (170)
-0.13
-0.15
0.19
0.04
0.08
-0.07
$30,000 to $59,000 (255)
0.08
-0.03
0.06
-0.03
-0.02
-0.07
$60,000 to $99,999 (310)
-0.05
-0.03
-0.06
0
-0.06
-0.01
$100,000 and over (404)
0.04
0.1
-0.08
0
0.02
0.08
High school graduate (167)
-0.05
-0.05
0.09
-0.03
0.04
-0.13
Associates degree (for example: AA, AS) (97)
-0.08
-0.08
-0.02
-0.02
-0.03
0.04
Some college (224)
-0.1
-0.19
0.04
0.03
0.01
-0.19
Bachelors degree (for example: BA, BS) (364)
0.05
0.06
-0.04
-0.03
-0.05
0.04
Post-graduate degree (for example: MS, MBA, MD, PhD) (265)
0.07
0.17
-0.05
0.03
0.06
0.18
Purchase green energy

Most of the differences between the Boston sample and segments of the population are small.

Segment
Contracted for green energy
Intention
Belief that others are engaging in the behavior
Belief that others should engage in the behavior
Belief that others think people should engage in the behavior
Program interest
Mean
0.15
0.36
0.33
0.79
0.45
0.48
Standard Deviation
0.36
0.32
0.19
0.41
0.25
0.36
Contracted for green energy
Intention
Belief that others are engaging in the behavior
Belief that others should engage in the behavior
Belief that others think people should engage in the behavior
Program interest
Male (525)
0.06
0.05
0.04
-0.01
0.07
0.03
Female (614)
-0.05
-0.04
-0.03
0.01
-0.06
-0.02
18-24 (151)
0.01
-0.1
0.15
0.25
0.15
-0.29
25-34 (198)
0.08
0.14
0.21
0.23
0.23
0.19
35-44 (173)
-0.01
0.12
0.03
0.09
0.1
0.22
45-54 (188)
0.09
0.15
-0.01
-0.05
0.01
0.17
55-64 (189)
-0.03
-0.05
-0.05
-0.11
-0.16
-0.1
65+ (240)
-0.1
-0.21
-0.24
-0.28
-0.23
-0.19
White (983)
-0.01
-0.01
-0.03
-0.03
-0.01
0.01
Other (156)
0.03
0.05
0.21
0.18
0.09
-0.04
Under $30,000 (170)
-0.12
-0.22
0.15
0.01
0.09
-0.17
$30,000 to $59,000 (255)
-0.02
-0.11
0.09
-0.08
-0.05
-0.12
$60,000 to $99,999 (310)
-0.03
0
-0.05
-0.04
0.01
0.01
$100,000 and over (404)
0.08
0.16
-0.08
0.07
-0.02
0.14
High school graduate (167)
-0.11
-0.26
0.02
-0.03
0.05
-0.25
Associates degree (for example: AA, AS) (97)
0.06
0
0.06
-0.05
0.1
0.11
Some college (224)
-0.07
-0.13
0.08
0.01
-0.03
-0.24
Bachelors degree (for example: BA, BS) (364)
0.1
0.08
-0.02
0
-0.01
0.11
Post-graduate degree (for example: MS, MBA, MD, PhD) (265)
0.01
0.18
-0.05
0.05
0.01
0.2
Install solar panels
  • Intention: 35-44
  • Belief that others should engage in the behavior: 18-24
  • Belief that others think people should engage in the behavior: 18-24; 25-34
Segment
Have solar panels
Intention
Belief that others are engaging in the behavior
Belief that others should engage in the behavior
Belief that others think people should engage in the behavior
Program interest
Mean
0.1
0.22
0.29
0.6
0.38
0.38
Standard Deviation
0.3
0.3
0.2
0.49
0.25
0.37
Have solar panels
Intention
Belief that others are engaging in the behavior
Belief that others should engage in the behavior
Belief that others think people should engage in the behavior
Program interest
Male (525)
0.12
0.1
0.02
0.09
0.12
0.12
Female (614)
-0.1
-0.09
-0.02
-0.07
-0.1
-0.1
18-24 (151)
0.16
0.23
0.19
0.35
0.28
0
25-34 (198)
0.14
0.19
0.22
0.26
0.29
0.21
35-44 (173)
0.23
0.35
0.11
0.07
0.16
0.24
45-54 (188)
-0.03
0.07
-0.03
0.02
0.03
0.11
55-64 (189)
-0.22
-0.24
-0.15
-0.16
-0.24
-0.14
65+ (240)
-0.19
-0.42
-0.24
-0.37
-0.36
-0.33
White (983)
0
-0.03
-0.02
-0.02
-0.02
-0.02
Other (156)
0.02
0.19
0.14
0.15
0.11
0.09
Under $30,000 (170)
-0.13
-0.19
0.1
0.08
0.03
-0.16
$30,000 to $59,000 (255)
-0.06
-0.12
0.04
-0.04
-0.07
-0.15
$60,000 to $99,999 (310)
-0.05
-0.01
0.03
-0.01
0.04
0.02
$100,000 and over (404)
0.13
0.17
-0.09
0
0
0.15
High school graduate (167)
-0.08
-0.06
0.22
0
0.05
-0.19
Associates degree (for example: AA, AS) (97)
-0.27
-0.22
0.03
-0.03
0.02
-0.05
Some college (224)
-0.05
-0.12
-0.04
-0.16
-0.04
-0.21
Bachelors degree (for example: BA, BS) (364)
0.09
0.04
-0.04
0
0.01
0.09
Post-graduate degree (for example: MS, MBA, MD, PhD) (265)
0.06
0.19
-0.09
0.13
-0.02
0.21
Purchase an EV
  • Adoption: Under $30,000
  • Belief that others are engaging in the behavior: 18-24
  • Belief that others should engage in the behavior: 18-24
  • Program interest: Graduate degree
Segment
Have an EV
Intention
Belief that others are engaging in the behavior
Belief that others should engage in the behavior
Belief that others think people should engage in the behavior
Program interest
Mean
0.16
0.39
0.18
0.59
0.37
0.53
Standard Deviation
0.37
0.31
0.15
0.49
0.26
0.35
Have an EV
Intention
Belief that others are engaging in the behavior
Belief that others should engage in the behavior
Belief that others think people should engage in the behavior
Program interest
Male (525)
0.01
0.11
0.05
0.06
0.12
0.12
Female (614)
-0.01
-0.09
-0.04
-0.05
-0.1
-0.1
18-24 (151)
0.18
0.15
0.37
0.29
0.24
-0.13
25-34 (198)
0.1
0.23
0.08
0.21
0.08
0.29
35-44 (173)
0.01
0.16
0.1
0.2
0.05
0.23
45-54 (188)
-0.03
0
-0.08
-0.06
-0.05
0.09
55-64 (189)
-0.04
-0.18
-0.16
-0.17
-0.12
-0.2
65+ (240)
-0.15
-0.26
-0.18
-0.32
-0.12
-0.24
White (983)
-0.05
-0.04
-0.03
-0.04
0
-0.02
Other (156)
0.28
0.26
0.21
0.23
0.02
0.16
Under $30,000 (170)
0.55
-0.1
0.08
0.04
0.06
-0.13
$30,000 to $59,000 (255)
0.07
-0.12
0.03
-0.02
-0.07
-0.12
$60,000 to $99,999 (310)
-0.18
-0.03
-0.02
-0.08
-0.09
0.01
$100,000 and over (404)
-0.14
0.15
-0.04
0.06
0.08
0.12
High school graduate (167)
0.19
-0.11
0.16
-0.1
0.04
-0.31
Associates degree (for example: AA, AS) (97)
0.1
-0.03
-0.06
-0.01
-0.11
0
Some college (224)
-0.01
-0.22
0.04
-0.1
0.07
-0.2
Bachelors degree (for example: BA, BS) (364)
-0.09
0.04
-0.03
-0.03
-0.03
0.08
Post-graduate degree (for example: MS, MBA, MD, PhD) (265)
-0.04
0.24
-0.09
0.18
0.02
0.29
Fly less
  • Program interest: Graduate degree
Segment
Trying to fly less
Intention
Belief that others are engaging in the behavior
Belief that others should engage in the behavior
Belief that others think people should engage in the behavior
Program interest
Mean
0.51
0.45
0.4
0.5
0.34
0.35
Standard Dflyiation
0.5
0.38
0.29
0.5
0.25
0.35
Trying to fly less
Intention
Belief that others are engaging in the behavior
Belief that others should engage in the behavior
Belief that others think people should engage in the behavior
Program interest
Male (525)
0.06
0.01
0.07
0.03
0.13
0.08
Female (614)
-0.05
-0.01
-0.06
-0.02
-0.11
-0.07
18-24 (151)
0.07
-0.04
0.04
0.21
0.19
-0.11
25-34 (198)
0.08
-0.02
0.04
0.05
0.08
0.13
35-44 (173)
0.06
-0.05
0.01
0.03
0.01
0.14
45-54 (188)
-0.11
-0.03
-0.05
-0.07
-0.1
0.05
55-64 (189)
0.05
0.07
0.03
-0.12
-0.14
-0.11
65+ (240)
-0.11
0.05
-0.05
-0.05
-0.01
-0.09
White (983)
-0.04
0
-0.02
-0.02
-0.02
-0.03
Other (156)
0.27
-0.01
0.11
0.16
0.11
0.22
Under $30,000 (170)
-0.07
0
-0.03
0.26
0.2
-0.14
$30,000 to $59,000 (255)
-0.03
0.07
-0.02
0.06
-0.02
0
$60,000 to $99,999 (310)
0.05
-0.03
-0.07
0.02
-0.1
0
$100,000 and over (404)
0.01
-0.02
0.08
-0.16
0
0.06
High school graduate (167)
-0.14
-0.1
-0.17
0.15
0
-0.3
Associates degree (for example: AA, AS) (97)
-0.06
-0.11
-0.15
0.03
-0.07
-0.02
Some college (224)
-0.12
-0.02
-0.12
-0.08
0.01
-0.18
Bachelors degree (for example: BA, BS) (364)
0.05
0.04
0.13
-0.01
0.03
0.08
Post-graduate degree (for example: MS, MBA, MD, PhD) (265)
0.16
0.09
0.1
-0.02
0
0.26