The objective of this study is to determine the effects of framing of greenhouse gas emissions information on people’s willingness-to-pay for transportation emissions reductions. Six different framing techniques were developed following goal framing theory and applied to the current Natural Resources Canada vehicle labels for gasoline, plug-in hybrid, and electric vehicles. Previous work applied gain and norm framing. In this experiment, two hedonic framings (e.g., color, emoticons) are added. Discrete choice experiments with 1985 Canadian drivers were used to determine willingness-to-pay for CO₂ emissions reductions. Of the frames tested, the two hedonic additions of color and emoticons resulted in the greatest increases in willingness-to-pay. Carbon tax framing was the least influential. Various socio-demographic variables and regional influences were found. The results improve upon previous research and will help policy and decision makers improve the likelihood of environmentally friendly choices being made.

本研究的目的是确定温室气体排放信息的框架对人们为交通减排支付意愿的影响。根据目标框架理论开发了六种不同的框架技术，并应用于当前加拿大自然资源部的汽油、插电式混合动力车和电动汽车标签。以前的工作应用了增益和规范框架。在这个实验中，添加了两个享乐框架（例如，颜色、表情符号）。使用 1985 年加拿大司机的离散选择实验来确定 CO ₂的支付意愿减排。在测试的框架中，颜色和表情符号的两种享乐添加导致支付意愿的最大增加。碳税框架的影响最小。发现了各种社会人口变量和区域影响。结果改进了先前的研究，并将帮助政策制定者和决策者提高做出环保选择的可能性。