What the study found
The study found that invoking anticipated regret, a behavioural nudge that asks people to think about regretting a decision later, was linked to higher stated willingness to adopt low-carbon technologies. It also found that households with hyperbolic discounting, meaning a stronger focus on immediate rather than future outcomes, were less willing to adopt these technologies.
Why the authors say this matters
The authors suggest these findings matter for increasing low-carbon technology uptake and reducing greenhouse gas emissions. They also conclude that nudges should emphasize immediate benefits, such as comfort and social status, over long-term savings, especially because present-biased preferences were common in their sample and in other studies.
What the researchers tested
The researchers surveyed 1,355 respondents in the U.K. about their stated decisions to adopt low-carbon technologies. They used logit and count data models to examine the role of discounting and an anticipated-regret nudge, and they also looked at differences by gender and age.
What worked and what didn't
Anticipated regret increased willingness to adopt low-carbon technologies by about 4% to 12%, depending on the technology. This was described as translating into expected greenhouse gas emissions reductions of about 1% to 11% depending on the technology adopted. Respondents showing hyperbolic discounting reported a 3% to 7% lower willingness to adopt than patient respondents.
What to keep in mind
The abstract reports stated intentions and modeled expected emissions reductions, not actual adoption behavior. It does not provide detailed limitations beyond noting that the study examined a U.K. survey sample and that differences by gender and age were explored.
Key points
- Anticipated regret was associated with a 4% to 12% increase in willingness to adopt low-carbon technologies.
- Hyperbolic discounting was associated with a 3% to 7% lower willingness to adopt.
- The study used survey data from 1,355 respondents in the U.K.
- The authors report expected greenhouse gas emissions reductions of about 1% to 11% from anticipated-regret messaging.
- The authors suggest emphasizing immediate benefits, such as comfort and social status.
Disclosure
- Research title:
- Anticipated regret and discounting shape household adoption of low-carbon technologies
- Authors:
- Luca Mariani, Alberto Longo, Caterina Brandoni
- Institutions:
- Centre for Sustainable Energy, Queen's University Belfast, Queen's University Belfast, University of Perugia, University of Ulster
- Publication date:
- 2026-04-02
- OpenAlex record:
- View
- Image credit:
- Bärbel Miemietz, Wikimedia Commons, CC BY-SA 4.0
Get the weekly research newsletter
Stay current with scholarly research without reading academic papers — one filtered digest, every Friday.