| Summary: |
We devise a “nudging” natural field experiment to test the impact of a simple form of advertising on environmentally responsible products with/without the increase of the responsible product price. We find that the simple use of a small shelf poster explaining the importance of buying a green product (with/without a concurring price increase) generates significant changes in market shares for some of the product classes for both food and non-food products. Part of the effect is generated by the reduced price elasticity of consumers to the poster-plus-price-increase treatment.
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| Other authors: |
Salustri, Francesco, Scaramozzino, Pasquale |
| Language: |
English
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| Published: |
Elsevier
2020
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| Subjects: |
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