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The Impact of Climate Change Information on Household Flight Choice: Preliminary Results

A household’s knowledge and understanding of the carbon-warming-damage chain may impact its choice of products, transportation and property. We designed two 60 second videos which inform households about the various sources of CO2 emissions, the trend in CO2 to date, the effect on global temperatures, and the impact of global warming on communities in the present and future. The videos differ only in their geographical impact: the first focuses on national damage; the second, on damage to developing countries. These videos were randomly assigned prior to a flight discrete choice experiment. In the control group (no video), respondents will pay about €7 more (statistically significant) per 100kg reduction in emissions. We find that both treatments had the same effect and increased WTP for emission reductions by about 150%. Post-experiment survey questions do not shed any light on why WTP increased so dramatically. It is likely that both videos increased the salience of carbon impacts of travel at the point of sale.