Vaibhav Chaturvedi, Apurupa Gorthi, Shikha Bhasin, Arnab K. Laha
September 2020 | Sustainable Cooling
Suggested Citation: Chaturvedi, Vaibhav, Apurupa Gorthi, Shikha Bhasin and Arnab K. Laha. 2020. Consumer Behaviour and Climate Action: Insights from a Randomised Control Trial Experiment in India’s Residential Cooling Sector. New Delhi: Council on Energy, Environment and Water.
This study seeks to inform the India Cooling Action Plan’s (ICAP) consumer awareness strategy. It undertakes a detailed survey and randomised control trial (RCT) experiment to understand the knowledge and behaviour of India’s AC users and test the effects of some key messages on consumers’ awareness levels and actions. The ICAP recommends a massive consumer awareness programme to inform and change AC user behaviour, as part of its larger aim to provide access to sustainable cooling to the masses while minimising its environmental effects. Further, the study recommends modifications needed in the government’s awareness campaign to bridge the information asymmetry among end-users.
Consumer knowledge and AC servicing practices (N=432)
Source: Authors' Analysis