Region 10: Effectiveness of Messaging Strategies to Decrease Wood Stove Pollution

Region 10: Effectiveness of Messaging Strategies to Decrease Wood Stove Pollution

Fairbanks, Alaska has persistently high particulate matter pollution levels (PM2.5 refers to particle diameters that are generally 2.5 micrometers and smaller), largely due to wood smoke pollution from home heating during cold, stagnant winter periods. In spite of regular attempts by the state and local air agencies to communicate how these fine inhalable particles are bad for people’s health, not everyone in the community reduces their emissions from wood stoves on polluted days. Individuals make decisions about heating sources based on a variety of factors, both objective and subjective. The goal of this project is to identify and test potential factors that motivate residents to reduce their residential woodsmoke pollution. This project will use behavioral economics, social science and marketing principles to test the effectiveness of different outreach messages. Alternative messaging strategies will be tested in Fairbanks to find approaches and incentives that foster community involvement. If successful, this project’s results will make a positive difference in Fairbanks and also have broad applicability to other woodsmoke affected communities.