Preferences, Norms, or Cost in Polluting Energy Usage: Experimental Evidence from Ethiopia

Last registered on March 07, 2025

Pre-Trial

Trial Information

General Information

Title
Preferences, Norms, or Cost in Polluting Energy Usage: Experimental Evidence from Ethiopia
RCT ID
AEARCTR-0015277
Initial registration date
March 04, 2025

Initial registration date is when the trial was registered.

It corresponds to when the registration was submitted to the Registry to be reviewed for publication.

First published
March 07, 2025, 7:55 AM EST

First published corresponds to when the trial was first made public on the Registry after being reviewed.

Locations

Region

Primary Investigator

Affiliation
University of Kent

Other Primary Investigator(s)

PI Affiliation
Addis Ababa University
PI Affiliation
Addis Ababa University
PI Affiliation
Addis Ababa University
PI Affiliation
University of Copenhagen

Additional Trial Information

Status
On going
Start date
2025-02-03
End date
2026-06-30
Secondary IDs
Prior work
This trial does not extend or rely on any prior RCTs.
Abstract
Environmental pollution is one of the key policy issues in many developing countries, and Ethiopia faces particularly significant challenges due to its heavy reliance on solid fuels, a primary source of GHG emissions. Around 94% of households still use solid fuels for cooking and other daily activities, leading to significant health and environmental issues, among others. This widespread reliance on traditional biomass contributes to deforestation, indoor air pollution, and respiratory illnesses, especially among the most vulnerable—women and children. Limited access to modern energy sources, along with economic constraints and cultural practices, makes Ethiopia a key case for studying household energy choices and developing sustainable solutions. This research aims to document household preferences for energy sources in Ethiopia, by comparing preferences for polluting fuels like biomass over cleaner alternatives such as biogas. We will evaluate how targeted information campaigns, delivered through community meetings and emphasizing social norms and economic benefits, influence these preferences and the actual adoption of cleaner energy. Using a Randomized Controlled Trial (RCT) design, we will assess the impact of exposure to normative and economic information on shifting household energy preferences. Our study will provide policymakers and stakeholders with actionable insights to design effective interventions for sustainable energy use. Households receiving norm-based information will learn about successful biogas adoption by community members and leaders, with an emphasis on social benefits and collective impact. The cost-focused group will receive detailed information on the financial benefits of biogas, including potential long-term savings compared to biomass. By integrating social norms and economic incentives, we aim to offer a holistic approach to promoting the adoption of cleaner household energy sources, particularly in developing countries.
External Link(s)

Registration Citation

Citation
Alemu, Tekie et al. 2025. "Preferences, Norms, or Cost in Polluting Energy Usage: Experimental Evidence from Ethiopia." AEA RCT Registry. March 07. https://doi.org/10.1257/rct.15277-1.0
Sponsors & Partners

There is information in this trial unavailable to the public. Use the button below to request access.

Request Information
Experimental Details

Interventions

Intervention(s)
In collaboration with the College of Business and Economics at the University of Addis Ababa and the IGC Ethiopia office, the team will develop educational interventions about cleaner energy alternatives to biomass fuel. These interventions will include:

Two ten-minute videos will be produced and shown at community meetings and town halls. One video will focus on the economic advantages of biogas, including cost savings compared to traditional biomass. The other video will emphasize the social shift towards biogas, showcasing peers who have adopted the technology. The videos will be available in English, Amharic, and Afaan Oromo to ensure inclusivity. Both male and female actors will be featured to highlight the role of both genders in environmental sustainability.

The intervention will also leverage text messages to improve comprehension. A series of informational text messages will be sent to reinforce the content of the videos. These messages will be designed for maximum comprehension and will leverage the widespread mobile network coverage in Ethiopia (over 98%).

The overall aim of the intervention is to educate households about the economic benefits of biogas and the use of digestate as fertilizer, while also normalizing the use of biogas through real-life testimonies and engaging content.
Intervention Start Date
2025-07-01
Intervention End Date
2025-08-29

Primary Outcomes

Primary Outcomes (end points)
a). Behavioural game to gauge participants responsiveness to adopting cleaner energy sources – biogas. b) Behaviour towards interest in cleaner energy sources.
Primary Outcomes (explanation)
A). Behavioural game: This behavioural game will simulate household energy choices to gauge participants’ responsiveness to adopting cleaner energy sources, specifically biogas. Each participant will be given a fixed budget (generated through average household budget allocation to energy consumption from the four waves of the Ethiopia Socioeconomic Survey -2011-2012, 2013-2014, 2015-2016, and 2018-2019) that represents their monthly household energy expenditures and is asked to allocate this budget between traditional energy sources (such as firewood or charcoal) and biogas. The game presents participants with the initial costs, maintenance fees, and potential long-term savings for each option, as well as information on environmental impacts. Throughout the game, participants must make decisions based on these trade-offs, simulating real-world scenarios they might face when adopting cleaner energy technologies. Their final choices will be used to assess the extent to which they prioritize short-term costs versus long-term benefits, providing insight into their willingness to shift to
environmentally friendly alternatives like biogas. Following this game, we will be measuring (a.) the proportion of the household budget allocated to biogas relative to biomass. (b.) We will also be measuring the likelihood of choosing biogas at all in the
budget allocation.

It is important to note that the budget will mirror real data on household income and energy expenditures from the baseline survey. This approach is expected to give participants a budget that reflects their actual financial situation, making the decision-making process more relatable. In addition, we will be including real-world costs of traditional energy sources (firewood, charcoal, etc.) and biogas systems. Based on inputs from experts, we will be factoring in both the upfront installation costs of biogas and its long-term savings to provide a realistic cost-benefit comparison. The aim of these additional measures is to ensure that the behavioural game reflect realistic situations confronting households in our context.

B). Behaviour towards interest in cleaner energy sources: This is an SMS measure will be offering invitations through text messages to the phone numbers provided by the respondents, asking whether the respondent will be interested in having more information about biogas technology. Respondents had to reply ''no'' or ''yes'' to receive the information, and we will be recording the responses as an indicator whether the respondent is interested in this new technology. Responses were processed until one week after the last interview took place. For those respondent who did not respond after a specific period of time, we will be sending a reminder to them about the pending response. These text messages involve costly actions on the part of the respondent and it is unlikely to be influenced by the enumerator, and are, therefore, less likely to be subject to social desirability bias relative to the earlier survey questions regarding attitudes and preferences. Hence, apart from the behavioural game, this could be another objective measure.

Secondary Outcomes

Secondary Outcomes (end points)
Secondary Outcomes (explanation)

Experimental Design

Experimental Design
Randomization:
The intervention will be conducted in 155 communities or villages from four Woredas (Lume, Adea, Ejere, and Bacho) in the Oromia region of Ethiopia. These areas are characterized by heavy reliance on biomass fuels, dense populations, and poor socioeconomic outcomes typical of places with high biomass usage (Gabisa & Gheewala, 2018; Getie, 2020; Endalew et al., 2022).

The team will work with local government and community leaders to gain buy-in before the randomization process begins. Communities will be randomly assigned into three groups: a control group (one-third of the communities) and two treatment groups (the remaining two-thirds). One treatment group will watch the video focused on cost-savings, while the other will watch the video focused on changing norms. The randomization will be stratified by community size and economic characteristics.

Within each community, 10 households will be selected for participation, resulting in an estimated sample of 1,550 households, similar to other studies (Afridi et al., 2021). However, due to the potential for intra-cluster correlation, where households in the same community might make similar energy choices, the sample size may need to be adjusted to account for this and ensure sufficient statistical power.

Households will be randomly selected using satellite imagery or community-provided lists, depending on logistical ease.
Experimental Design Details
Not available
Randomization Method
The randomization will be conducted in an office using a computer. Communities will be randomly assigned into one of three groups: a control group (one-third of the communities) and two treatment groups (the remaining two-thirds). One treatment group will watch a video focused on cost-savings, while the other will watch a video focused on changing social norms. The randomization will be stratified by community size and economic characteristics to ensure balanced groups.
Randomization Unit
The randomization will occur at the community level. Communities will be randomly assigned to either receive the interventions (informational videos and text messages) or not. Within these communities, individual households will then be randomly selected to participate in the research.
Was the treatment clustered?
No

Experiment Characteristics

Sample size: planned number of clusters
155 - 200 communities or villages
Sample size: planned number of observations
1,550 - 2,000 households within the communities/villages
Sample size (or number of clusters) by treatment arms
517-667 households control, 517-667 Treatment 1, 517-667 Treatment 2,
Minimum detectable effect size for main outcomes (accounting for sample design and clustering)
Supporting Documents and Materials

There is information in this trial unavailable to the public. Use the button below to request access.

Request Information
IRB

Institutional Review Boards (IRBs)

IRB Name
Addis Ababa University, College of Business and Economics
IRB Approval Date
2025-02-12
IRB Approval Number
CBE/A/Dean/RTT/12/2025