Nudging Green Preferences: Evidence from a Laboratory Experiment
Penulis/Author
Yudistira Hendra Permana, S.E., M.Sc., Ph.D. (1); Muhammad Ryan Sanjaya, S.E., M.Int.Dev.Ec., Ph.D. (2)
Tanggal/Date
30 2022
Kata Kunci/Keyword
Abstrak/Abstract
Environmental degradation has been one of the major global concerns in the last few decades.
Efforts are made to improve our environment including how to alter consumers’ preferences
toward the use of environmental-friendly products. We conduct an online laboratory experiment
to investigate the effectiveness of information and nudges regarding green products using social
(cultural) identity-specific campaigns. Our study shows that information and green nudges are
unable to alter subjects’ risk aversion and time preference. However, green nudges are effective
to motivate subjects to allocate more to green product and that differs the effectiveness between
information and green nudges in our context. Lastly, we find that some green perceptions are
associated with subjects’ willingness to pay for green products and characteristics. We conclude
with a discussion of how to effectively deliver nudges in promoting green consumption.
