A1 Refereed original research article in a scientific journal
Nudge the rich! The case for targeting the top 10% in behavioural climate policy
Authors: Koi, Polaris; Sivonen, Jukka; Härmä, Vuokko; Karvonen, Sakari; Siipi, Helena
Publisher: Springer Science and Business Media LLC
Publication year: 2025
Journal:: Humanities & social sciences communications
Journal name in source: HUMANITIES & SOCIAL SCIENCES COMMUNICATIONS
Article number: 1559
Volume: 12
ISSN: 2662-9992
eISSN: 2662-9992
DOI: https://doi.org/10.1057/s41599-025-05886-6
Web address : https://doi.org/10.1057/s41599-025-05886-6
Self-archived copy’s web address: https://research.utu.fi/converis/portal/detail/Publication/504538512
In interventions for the common good, such as in the climate context, the choice of a target group does not directly determine the beneficiaries of the intervention. Instead, efficacy, acceptability, and fairness emerge as core considerations in targeting interventions. This paper examines targeting the top 10% by income and assets in climate interventions in light of the above considerations. Addressing the climate crisis requires significant changes in the consumption patterns of those who consume most. We argue that the behavioural public policy community should do more to specifically address the consumption patterns of the rich.
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Funding information in the publication:
The authors gratefully acknowledge funding from the Strategic Research Council at the Academy of Finland (grant number 335186).
