‘I prefer 30°’: business strategies for consumer messages to reduce carbon emissions; an empirical coevolutionary analysis
Working paper by Elizabeth Morgan, Tim Foxon, Anne Tallontire on 14 Dec 2016
A series of voluntary business initiatives have been taken in Western Europe since 1997 to persuade consumers to wash their clothes in cooler water. This would contribute to reducing carbon emissions, as well as saving money for consumers, but these initiatives have had limited success. This paper uses a coevolutionary framework (Murmann 2003, 2013; Foxon, […]