For example, the Forum for Environment’s Green Award Scheme has been encouraging of leaders in the industry, more could be done for government officials and scientists. Thus incentives aimed at individuals will need to be followed up, in a step-wise manner, by sector-wide schemes that (1) shift subsidies from ‘bads’ such as fossil fuel use to ‘goods’ such as energy efficiency and renewable energy, and (2) offer payments for defined and verified environmental services through both domestic and international payment mechanisms. Such incentives can have a wide-ranging impact, and be a cost-effective and sustainable complement to implementing specific green growth projects designed top-down. Richer households spend a proportionately larger amount on fuel products, this would indicate that they benefit more than poorer households from any universal fuel subsidy on these products (Mekonnen et al.,