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, 101951 [10.1016/j.foodpol.2020.101951].

Nudging and corporate environmental responsibility: A natural field experiment

Salustri F.;
2020-01-01

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.
2020
Becchetti, L., Salustri, F., Scaramozzino, P. (2020). Nudging and corporate environmental responsibility: A natural field experiment. FOOD POLICY, 97, 101951 [10.1016/j.foodpol.2020.101951].
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11590/401402
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