Who is attracted to purchase green products through information provision: A nationwide social experiment to promote eco-friendly coffee
Who is attracted to purchase green products through information provision: A nationwide social experiment to promote eco-friendly coffee
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通过信息提供吸引谁购买绿色产品：全国范围内推广环保咖啡的社会实验
DOI：
10.1016/j.envsci.2021.08.006
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发表时间：
2021
影响因子：
6
通讯作者：
Takahashi Ryo
中科院分区：
文献类型：
--
作者：
Ryo Takahashi;Yasuyuki Todo;Yu Ri Kim;Yuzuka Kashiwagi;稲田光朗;神事直人;Takahashi Ryo
本研究考察了环保咖啡信息的提供对消费者实际购买行为的影响，重点研究了信息提供与消费者环境意识和社会经济地位（教育、收入和失业）之间的关系。这项研究的一个独特之处在于，我们利用了日本一项全国性社会实验的数据集，该实验涉及1万多台供应煮咖啡的自动售货机。虽然我们发现，在一般情况下，告知消费者产品的生态友好性刺激了消费者的购买行为，但在控制了信息提供与消费者特征之间的关联后，其重要性减弱了。相比之下，只有当我们向高度环保意识的地区的消费者提供口头信息时，环保咖啡的销量才会显著增加，而与消费者的社会经济地位没有显著关联。
This study investigates the effect of the provision of information about environmentally friendly coffee on consumers’ actual purchasing behavior, focusing on the association of information provision with consumers’ environmentally conscious and socioeconomic status (education, income, and unemployment). A unique aspect of this study is that we utilized a dataset from a nationwide social experiment in Japan involving more than 10,000 vending machines serving brewed coffee. Although we found that in general, informing consumers about the product’s eco-friendliness stimulated consumers’ purchasing behavior, its significance was diminished after controlling the association between the information provision and consumers’ characteristics. In contrast, the sales of eco-friendly coffee significantly increased only when we provided verbal information to consumers in highly environmentally conscious regions, while there was no significant association with consumers’ socioeconomic status.