Title: Green web applications in a neo-institutional perspective

Authors: Christian Elling Scheele

Addresses: Department of Political Science, University of Copenhagen, Øster Farimagsgade 5 e, 1353 Copenhagen K, Denmark

Abstract: The aim of this paper is to demonstrate how three Danish green web applications employ different types of incentives, and to frame the analysis in a political science context. The paper focuses on three key parameters: the target group, key concept and data output. These parameters are used to compare and analyse the different applications and the ways in which incentives are promoted. Two types of incentives were identified as being prominent in Green Danish web applications; the first type of incentives is based on the human desire for material goods. The second type has to do with individual's reputation the shape of endorsement of our energy spending behaviour from our peers in order for us to have good self-worth. Neo-institutional theory will be introduced to facilitate a political science understanding of these incentive structures. The 'rational choice' theory-based institutionalism will facilitate understanding of the material incentive, whereas the social endorsement incentive can be explained through the use of 'normative' institutionalism.

Keywords: climate change; sustainable energy; green web applications; carbon emissions; emissions reduction; neo-institutionalist theory; Denmark; political science; material goods; individual reputation; energy spending behaviour; self-worth; incentive structures; rational choice theory; material incentive; social endorsement incentive; normative institutionalism; environmental impact; building heating.

DOI: 10.1504/IJEG.2013.053370

International Journal of Electronic Governance, 2013 Vol.6 No.1, pp.53 - 65

Available online: 18 Apr 2013 *

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