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Nudging and corporate environmental responsibility: A natural field experiment |
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| Affiliation: | 1. Georg-August-University Göttingen, Department of Agricultural Economics and Rural Development, Platz der Göttinger Sieben 5, D-37073 Göttingen, Germany;2. Martin Luther University Halle-Wittenberg, Institute of Agricultural and Nutritional Sciences, Karl-Freiherr-von-Fritsch-Str. 4, D-06120 Halle (Saale), Germany;1. Service Research Center, Karlstad University, SE-651 88 Karlstad, Sweden;2. Department of Psychology, Karlstad University, SE-651 88 Karlstad, Sweden;3. Department of Marketing and Strategy, Stockholm School of Economics, SE-113 83 Stockholm, Sweden;1. Centre for Economic Studies and Planning, School of Social Sciences, Jawaharlal Nehru University, New Delhi 110067, India;2. Krannert Graduate School of Management, Purdue University, West Lafayette, IN 47907, United States of America |
| 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. |
| Keywords: | Nudging Environmental sustainability Consumer behavior Natural field experiment C93 (Field experiments) D12 (Consumer economics: empirical analysis) M14 (Corporate culture: Social Responsibility) Q56 (Environment and Development: Sustainability) |
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