How to stimulate environmentally friendly consumption: Evidence from a nationwide social experiment in Japan to promote eco-friendly coffee

Ryo Takahashi*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)

Abstract

We investigate the effect of information provision about environmentally friendly coffee on consumers' purchasing behaviors. We use a dataset from a nationwide social experiment in Japan involving over 10,000 vending machines serving brewed coffee. We also provide empirical insights into the potential drivers affecting pro-environmental behavior of consumers through information provision. Our results demonstrate that informing consumers about the product's eco-friendliness significantly increases eco-friendly coffee sales (+7%) only in social spaces (e.g., office buildings) and not in non-social spaces (e.g., shopping malls). Consumers in social spaces might be motivated to purchase eco-friendly coffee to build a “green” reputation among community members after receiving such information.

Original languageEnglish
Article number107082
JournalEcological Economics
Volume186
DOIs
Publication statusPublished - 2021 Aug

Keywords

  • Coffee certification
  • Green reputation
  • Information provision
  • Social experiment
  • Sustainability labels

ASJC Scopus subject areas

  • Environmental Science(all)
  • Economics and Econometrics

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