Pace, DavideD., Imai, T., Schwardmann, P. and van der Weele, J.J. (2025). Uncertainty about carbon impact and the willingness to avoid CO2 emissions Ecological Economics, 227.

Using data from a large representative survey, we document that consumers are very uncertain about the emissions associated with various actions, which may affect their willingness to reduce their carbon footprint. We then experimentally test two channels for the behavioral impact of such uncertainty, namely risk aversion about the impact of mitigating actions and the formation of motivated beliefs about this impact. In two novel large online experiments (N=2,219), participants make incentivized trade-offs between personal gain and (uncertain) carbon impact. We find no evidence that uncertainty affects individual climate change mitigation efforts through risk aversion or motivated belief channels. The results suggest that reducing consumer uncertainty through information campaigns is not a policy panacea and that communicating scientific uncertainty around climate impact need not backfire.