Title: How can environmental information align consumer behaviour with attitude? Evidence from a field experiment
Authors: Vlaeminck, Pieter
Jiang, Ting
Vranken, Liesbet
Issue Date: Jan-2014
Series Title: Bioeconomics Working Paper Series Working Paper vol:2014 issue:1
Abstract: Using an incentive compatible field experiment, we investigate whether consumer attitudes
translate into more corresponding environmentally friendly behaviour when one of the
substantial barriers towards environmental food sustainability, i.e. low effectiveness of
information provision, is removed. We develop multi-criteria environmental information
cards and test their effectiveness in delivering and communicating information through an online
choice experiment. The environmental information card that was found to be most
effective in communicating information is then used in an experimental market and appears to
have the potential to effectively steer consumers towards more environmentally friendly food
purchases. When consumers shop in the experimental market with the most effective
environmental information card installed, switching behaviour towards more environmentally
friendly food products is observed. In addition, effective environmental information cards
have the ability to increase the overall environmental friendliness of consumers’ food baskets.
These findings highlight the potential for policy makers to enlarge the environmentally
friendly consumer segment through the provision of easy-to-interpret and standardized
environmental information.
Publication status: published
KU Leuven publication type: IR
Appears in Collections:Division of Bioeconomics

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