We devise a "nudging" natural field experiment to test the impact of a simple form of advertising on environmentally responsible products with/without the increase of the responsible product price. We find that the simple use of a small shelf poster explaining the importance of buying a green product (with/without a concurring price increase) generates significant changes in market shares for some of the product classes for both food and non-food products. Part of the effect is generated by the reduced price elasticity of consumers to the poster-plus-price-increase treatment.
Becchetti, L., Salustri, F., Scaramozzino, P. (2020). Nudging and corporate environmental responsibility: a natural field experiment. FOOD POLICY, 97 [10.1016/j.foodpol.2020.101951].
Nudging and corporate environmental responsibility: a natural field experiment
Becchetti L.;Salustri F.;Scaramozzino P.
2020-12-01
Abstract
We devise a "nudging" natural field experiment to test the impact of a simple form of advertising on environmentally responsible products with/without the increase of the responsible product price. We find that the simple use of a small shelf poster explaining the importance of buying a green product (with/without a concurring price increase) generates significant changes in market shares for some of the product classes for both food and non-food products. Part of the effect is generated by the reduced price elasticity of consumers to the poster-plus-price-increase treatment.| File | Dimensione | Formato | |
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