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Nudging pro-environmental behavior: evidence from a web experiment on priming and WTP

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  • Salvatore Bimonte
  • Luigi Bosco
  • Arsenio Stabile

Abstract

Investigations on state-dependent and endogenous preferences have gained momentum. There is now abundant empirical literature on whether, and how, external stimuli influence or predict people’s behavior and appraisals. In recent decades, attempts have been made to enlarge this strand of research to determine whether “nudging” may help in managing environmental problems and boosting social preferences. Following this line of investigation, we describe a web experiment to analyze the impact of priming on environmental and ethical attitudes and willingness to pay (WTP) for environmental protection. We found that while priming does make pro-environmental attitudes more salient, its frame affects the probability of WTP a premium for environment-friendly goods and the size of the premium. Unlike other authors, we used a visual priming technique based on a short video cartoon about a smartphone lifecycle.

Suggested Citation

  • Salvatore Bimonte & Luigi Bosco & Arsenio Stabile, 2020. "Nudging pro-environmental behavior: evidence from a web experiment on priming and WTP," Journal of Environmental Planning and Management, Taylor & Francis Journals, vol. 63(4), pages 651-668, March.
    • Handle: RePEc:taf:jenpmg:v:63:y:2020:i:4:p:651-668
    DOI: 10.1080/09640568.2019.1603364
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    Cited by:

    1. Attallah, May & Abildtrup, Jens & Stenger, Anne, 2022. "Non-monetary incentives for sustainable biomass harvest: An experimental approach," Resource and Energy Economics, Elsevier, vol. 69(C).
    2. Leonardo Becchetti & Gianluigi Conzo, 2022. "Preferences for climate change-related fiscal policies in European countries: drivers and seasonal effects," Economia Politica: Journal of Analytical and Institutional Economics, Springer;Fondazione Edison, vol. 39(3), pages 1083-1113, October.
    3. Eiji Yamamura, 2021. "The Effect of Providing Peer Information on Evaluation for Gender Equalized and ESG Oriented Firms: An Internet Survey Experiment," Papers 2105.12292, arXiv.org.
    4. Benjamin Ouvrard & Raphaële Préget & Arnaud Reynaud & Laetitia Tuffery, 2020. "Nudging and Subsidizing Farmers to Foster Smart Water Meter Adoption," Working Papers hal-02958784, HAL.
    5. Essl, Andrea & Hauser, David & von Bieberstein, Frauke, 2024. "Let's think about the future: The effect of positive and negative future primes on pro-environmental behavior," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 109(C).

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