Celebrity Endorsement in Promoting Pro-Environmental Behavior

Thong Ho (), Zihan Nie (), Francisco Alpizar Rodriguez, Fredrik Carlsson and Pham Khanh Nam ()
Additional contact information
Thong Ho: School of Economics, University of Economics, Ho Chi Minh City
Zihan Nie: University of Gothenburg
Pham Khanh Nam: School of Economics, University of Economics Ho Chi Minh City

No 795, Working Papers in Economics from University of Gothenburg, Department of Economics

Abstract: We conduct a natural field experiment on the effect of having a celebrity endorse an information campaign aiming to induce pro-environmental behavior in the context of single-use plastics consumption. We find that an information campaign does not have a significant effect on behavior unless it is endorsed by a celebrity. Subjects in the treatment with a combination of information campaign and celebrity endorsement use around 25% fewer plastic items compared with subjects in the control group. Adding a pledge to the endorsement does not result in an incremental reduction in the use of plastic items. Exploratory analysis suggests that the information campaign itself affect attitudes, but not behavior, and that it is the celebrity endorsement itself that affect behavior.

Keywords: pro-environmental behavior; celebrity endorsement; information (search for similar items in EconPapers)
JEL-codes: C93 D90 Q50 (search for similar items in EconPapers)
Pages: 37 pages
Date: 2020-10
New Economics Papers: this item is included in nep-env, nep-exp and nep-ore
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Journal Article: Celebrity endorsement in promoting pro-environmental behavior (2022)
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