Driving user engagement with consumer carbon footprint reports: exploring barriers and facilitators via banking services

Purpose Amid the pressing global challenge of the climate crisis, this study aimed to explore factors influencing intended engagement with a novel carbon footprint report (CFR) generated by digital banking apps, which analyse consumer spending habits through Open Banking technology. Design/methodology/approach A mixed-methods online survey investigated influences on intended engagement with the CFR using a prototype digital banking app developed by a London-based technological company. Findings Key influences identified included a preference for banking apps over other engagement methods (such as email or bank statements) and participants’ understanding of the CFR. Motivation-related factors, including experiencing positive emotions towards the CFR, interest in reducing one’s carbon footprint and evaluating the CFR as useful, significantly contribute to intended engagement. Interestingly, participants with a negative view of their bank scored higher on intended engagement. Originality/value The research highlights the innovative use of behavioural science in encouraging consumer engagement with carbon footprint calculators, providing novel insights into utilising technology for climate change education.