The effects of green nudges on consumer valuation of bio-based plastic packaging

Joana Wensing, Vincenzina Caputo, Laura Carraresi and Stefanie Bröring
Additional contact information
Laura Carraresi: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique

Post-Print from HAL

Abstract: Plastic packaging is widely associated with negative environmental consequences, which is why the food industry is increasingly interested in pro-environmental packaging alternatives- such as bio-based plastic. As the market share for bio-based plastic packaging is still small, strategies to raise consumer awareness and willingness to pay (WTP) are needed. This study integrates insights from environmental psychology and behavioral economics into choice models to assess which green nudges are most effective to increase consumer WTP for bio-based packaging. We tested a total of four strategies by providing consumers with nature pictures, reflection questions, information on bio-based plastics and normative information. Using a sample of 1019 German consumers, our results indicate that the strongest effects are generated when the nudging strategy matches the characteristic of consumers' cognitive style. For example, providing nature pictures only seems to increase WTP for bio-based packaging when consumers base their decision on their emotions and intuition. On the other hand, the strategies that provide normative information and activate the reflection about environmental consequences of plastics are most effective for consumers who enjoy cognitive deliberation.

Date: 2020-12
References: Add references at CitEc
Citations: View citations in EconPapers (11)

Published in Ecological Economics, 2020, 178, pp.106783. ⟨10.1016/j.ecolecon.2020.106783⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
Journal Article: The effects of green nudges on consumer valuation of bio-based plastic packaging (2020)
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03132845

DOI: 10.1016/j.ecolecon.2020.106783

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().