Using a stated choice experiment, we find that a prime that makes environmental identity salient makes people behave greener, whereas it does not if it makes religious identity salient. Further-more, we discover non-linear priming effects for environmental identity, which means that rais-ing the...

In order to achieve an environmentally friendly and sustainable energy supply, it is necessary that this goal is supported by society. In different countries worldwide it has been shown that one way consumers want to support the energy transition is by purchasing green electricity. However, few...