How to stimulate environmentally friendly consumption: Evidence from a nationwide social experiment in Japan to promote eco-friendly coffee
How to stimulate environmentally friendly consumption: Evidence from a nationwide social experiment in Japan to promote eco-friendly coffee
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如何刺激环保消费：来自日本全国推广环保咖啡的社会实验的证据
DOI：
10.1016/j.ecolecon.2021.107082
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发表时间：
2021
影响因子：
7
通讯作者：
Takahashi Ryo
中科院分区：
文献类型：
--
作者：
Naoto Jinji;Xingyuan Zhang;Shoji Haruna;臼井恵美子;Takahashi Ryo
本研究探讨环境友善咖啡资讯提供对消费者购买行为之影响。我们使用的数据集来自日本的一项全国性社会实验，涉及超过10，000台自动售货机提供煮咖啡。我们还提供了经验的见解，通过信息提供影响消费者的亲环境行为的潜在驱动因素。我们的研究结果表明，告知消费者产品的生态友好性只在社交空间（例如，办公楼）而不是在非社交空间（例如，购物中心）。社会空间中的消费者在收到这些信息后，可能会有动机购买生态友好型咖啡，以在社区成员中建立“绿色”声誉。
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.