Abstract

http://ssrn.com/abstract=2062429
 


 



Buying Green? Field Experimental Tests of Consumer Support for Environmentalism


Jens Hainmueller


Stanford University - Department of Political Science; Stanford Graduate School of Business; Stanford Immigration Policy Lab

Michael J. Hiscox


Harvard University

2015


Abstract:     
Surveys indicate that a majority of consumers would prefer to buy products made in environmentally sustainable ways, rather than alternatives, and would even be willing to pay a premium for such products. Many firms are now using environmental certifications and product labeling to market goods and services, but there is no clear evidence that environmentalism has a strong impact on actual purchasing decisions by consumers. We provide new evidence on consumer behavior from two large-scale field experiments conducted with Gap Inc. in 419 retail stores and 155 outlet stores. We find that labels with information about a program to reduce water pollution in facilities laundering denim jeans as part of the manufacturing process had a substantial positive effect on sales among female shoppers in retail stores, increasing sales by 8%. Among male shoppers and in outlet stores, however, the labels had no discernable impact on sales.

Number of Pages in PDF File: 30

Keywords: environmentalism, consumer behaviour, field experiments

JEL Classification: D12, C93


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Date posted: May 18, 2012 ; Last revised: December 6, 2015

Suggested Citation

Hainmueller, Jens and Hiscox, Michael J., Buying Green? Field Experimental Tests of Consumer Support for Environmentalism (2015). Available at SSRN: http://ssrn.com/abstract=2062429 or http://dx.doi.org/10.2139/ssrn.2062429

Contact Information

Jens Hainmueller (Contact Author)
Stanford University - Department of Political Science ( email )
Stanford, CA 94305
United States
HOME PAGE: http://www.stanford.edu/~jhain/
Stanford Graduate School of Business ( email )
655 Knight Way
Stanford, CA 94305-5015
United States
Stanford Immigration Policy Lab
30 Alta Road
Stanford, CA 94305
United States
Michael J. Hiscox
Harvard University ( email )
1737 Cambridge Street
Cambridge, MA 02138
United States
HOME PAGE: http://www.people.fas.harvard.edu/~hiscox/
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