Abstract

http://ssrn.com/abstract=2062429
 
 

Citations (1)



 


 



Buying Green? Field Experimental Tests of Consumer Support for Environmentalism


Jens Hainmueller


Stanford University - Department of Political Science; Stanford Graduate School of Business

Michael J. Hiscox


Harvard University

May 18, 2012

MIT Political Science Department Research Paper No. 2012-14

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: 31

Keywords: environmentalism, consumer behaviour, field experiments

JEL Classification: D12, C93

working papers series


Download This Paper

Date posted: May 18, 2012 ; Last revised: June 14, 2012

Suggested Citation

Hainmueller, Jens and Hiscox, Michael J., Buying Green? Field Experimental Tests of Consumer Support for Environmentalism (May 18, 2012). MIT Political Science Department Research Paper No. 2012-14. 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 )
518 Memorial Way
Stanford, CA 94305-5015
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/
Feedback to SSRN


Paper statistics
Abstract Views: 1,267
Downloads: 344
Download Rank: 48,831
Citations:  1

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo1 in 0.422 seconds