Promoting Demand of Organic Fruits and Vegetables in a Supermarket Context: A Field Experiment in Colombia

36 Pages Posted: 23 Oct 2019

Date Written: October 2019

Abstract

This paper presents evidence from a field experiment designed to encourage Colombian consumers to switch to sustainable (fruits and vegetables) alternatives in a supermarket. In eight supermarkets in Bogota, Colombia, we evaluated the impact on the likelihood of purchasing organic products of two treatments: a traditional monetary instrument (a price discount) and a behavioral cue (an information message). The treatment effects were evaluated by using scanner data from clients’ purchases. Results showed that both treatments had a positive effect on the likelihood of purchase, the effect was greater for clients that had previously purchased organic fruits and vegetables. Yet, the likelihood of clients to purchase decreased once the discount was removed. And, there were heterogeneous treatment effects for clients according to their marital status.

Keywords: Sustainable consumption, Field experiment, Scanner data

Suggested Citation

Serna Castaño, Andrea, Promoting Demand of Organic Fruits and Vegetables in a Supermarket Context: A Field Experiment in Colombia (October 2019). Available at SSRN: https://ssrn.com/abstract=3469815 or http://dx.doi.org/10.2139/ssrn.3469815

Andrea Serna Castaño (Contact Author)

University of Rome Tor Vergata ( email )

Via di Tor Vergata
Rome, Lazio 00133
Italy

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