Recall Bias of Environmental Campaigns

Michela Limardi ()
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Michela Limardi: CES - Centre d'économie de la Sorbonne - UP1 - Université Paris 1 Panthéon-Sorbonne - CNRS - Centre National de la Recherche Scientifique, RIME-Lab - Recherche Interdisciplinaire en Management et Économie Lab - ULR 7396 - UA - Université d'Artois - Université de Lille

Université Paris1 Panthéon-Sorbonne (Post-Print and Working Papers) from HAL

Abstract: Environmental campaigns aim to increase the environmental awareness of individuals and induce a pro-environmental behavior. One of the criteria used to assess the effectiveness of a campaign is to ask people if they recall the campaign. However, a bias may exist in recalling campaigns according to the environmental behavior of individuals. The goal of this is study to measure this potential recall bias. We use an original survey conducted by a French Non-profit Organization in Paris region to assess the effectiveness of its drug recycle campaigns. We first conduct a probit analysis of the probability of an individual remembering the campaign and then we apply the difference-indifference method. Our findings show that there is a systematic recall bias of the campaigns according to the environmental behavior of the respondent. This recall bias might be related to the type of message delivered. This finding implies that deeper reflection is needed in order to find the right message to succefully reach the target group of environmental campaigns, i.e. individuals with low environmental awareness.

Keywords: NGOs; Environmental Campaigns; Pro-environmental behavior (search for similar items in EconPapers)
Date: 2022-10-21
New Economics Papers: this item is included in nep-env and nep-res
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Citations: View citations in EconPapers (1)

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