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

研究成果: Article査読

抄録

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.

本文言語English
論文番号107082
ジャーナルEcological Economics
186
DOI
出版ステータスPublished - 2021 8

ASJC Scopus subject areas

  • 環境科学(全般)
  • 経済学、計量経済学

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