For deep decarbonisation, the design of climate policy needs to account for consumption choices being influenced not only by pricing but also by social learning. This involves changes that pertain to the whole spectrum of consumption, possibly involving shifts in lifestyles. In this regard, it is crucial to consider not just short-term social learning processes but also slower, longer-term, cultural change. Against this background, we analyse the interaction between climate policy and cultural change, focusing on carbon taxation. We extend the notion of “social multiplier” of environmental policy derived in an earlier study to the context of multiple consumer needs while allowing for behavioural spillovers between these, giving rise to a “cultural multiplier”. We develop a model to assess how this cultural multiplier contributes to the effectiveness of carbon taxation. Our results show that the cultural multiplier stimulates greater low-carbon consumption compared to fixed preferences. The model results are of particular relevance for policy acceptance due to the cultural multiplier being most effective at low-carbon tax values, relative to a counter-case of short-term social interactions. Notably, at high carbon tax levels, the distinction between social and cultural multiplier effects diminishes, as the strong price signal drives even resistant individuals toward low-carbon consumption. By varying socio-economic conditions, such as substitutability between low- and high-carbon goods, social network structure, proximity of like-minded individuals and the richness of consumption lifestyles, the model provides insight into how cultural change can be leveraged to induce maximum effectiveness of climate policy.

An ABM of changes in individuals’ lifestyles which considers their
evolving behavioural choices. Individuals have a set of environmental behavioural traits that spread through a fixed Watts–Strogatz graph via social interactions with their neighbours. These exchanges are mediated by transmission biases informing from whom an individual learns and
how much attention is paid. The influence of individuals on each other is a function of their similarity in environmental identity, where we represent environmental identity computationally by aggregating past agent attitudes towards multiple environmentally related behaviours. To perform a behaviour, agents must both have
a sufficiently positive attitude toward a behaviour and overcome a corresponding threshold. This threshold
structure, where the desire to perform a behaviour does not equal its enactment, allows for a lack of coherence
between attitudes and actual emissions. This leads to a disconnect between what people believe and what
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