Investigating the Effects of Eco-Friendly Service Options on Rebound Behavior in Ride-Hailing

Eco-friendly service options (EFSOs) aim to reduce personal carbon emissions, yet their eco-friendly framing may permit increased consumption, weakening their intended impact. Such rebound effects remain underexamined in HCI, including how common eco-feedback approaches shape them. We investigate this in an online within-subjects experiment (N = 75) in a ride-hailing context. Participants completed 10 trials for five conditions (No EFSO, EFSO - Minimal, EFSO - CO2 Equivalency, EFSO - Gamified, EFSO - Social), yielding 50 choices between walking and ride-hailing for trips ranging from 0.5mi–2.0mi (≈ 0.80km-3.22km). We measured how different EFSO variants affected ride-hailing uptake relative to a No EFSO baseline. EFSOs lacking explicit eco-feedback metrics increased ride-hailing uptake, and qualitative responses indicate that EFSOs can make convenience-driven choices more permissible. We conclude with implications for designing EFSOs that begin to take rebound effects into account.