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Price reactions when consumers are concerned about pro-social reputation

Author

Listed:
  • Goytom Abraha Kahsay

    (Department of Food and Resource Economics, University of Copenhagen)

  • Laura Mørch Andersen

    (Department of Food and Resource Economics, University of Copenhagen)

  • Lars Gårn Hansen

    (Department of Food and Resource Economics, University of Copenhagen)

Abstract

In this paper, we propose a reputation-signalling model of demand for consumer goods containing pro-social characteristics such as a ‘fair trade’ or ‘organic’ certification. We show that reputation signalling can reverse price reactions resembling the crowding-out of pre-existing motives for pro-social behavior seen in situations of volunteering and charitable giving. Finally, using a unique combination of questionnaire and purchase panel data, we present evidence of such reputation-driven reversal of price reactions in the Danish market for organic milk.

Suggested Citation

  • Goytom Abraha Kahsay & Laura Mørch Andersen & Lars Gårn Hansen, 2014. "Price reactions when consumers are concerned about pro-social reputation," IFRO Working Paper 2014/09, University of Copenhagen, Department of Food and Resource Economics.
    • Handle: RePEc:foi:wpaper:2014_09
    as

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    File URL: http://okonomi.foi.dk/workingpapers/WPpdf/WP2014/IFRO_WP_2014_09.pdf
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    References listed on IDEAS

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    Cited by:

    1. Jibonayan Raychaudhuri & Ada Wossink, 2018. "Ecolabels and The Economic Recession," Economics Discussion Paper Series 1807, Economics, The University of Manchester.
    2. Goytom Abraha Kahsay & Workineh Asmare Kassie & Abebe Damte Beyene & Lars Gårn Hansen, 2017. "Do public works programs crowd-out pro-environmental behavior? Empirical evidence from food-for-work programs in Ethiopia," IFRO Working Paper 2017/13, University of Copenhagen, Department of Food and Resource Economics.
    3. Kahsay, Goytom Abraha & Kassie, Workineh Asmare & Beyene, Abebe Damte & Hansen, Lars Gårn, 2022. "Pro-environmental behavior under bundled environmental and poverty reduction goals: Empirical evidence from Ethiopia," Land Use Policy, Elsevier, vol. 112(C).

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    More about this item

    Keywords

    net-crowding out; reversed price reactions; pro-social reputation; reputation signalling; consumer goods;
    All these keywords.

    JEL classification:

    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D64 - Microeconomics - - Welfare Economics - - - Altruism; Philanthropy; Intergenerational Transfers
    • D82 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Asymmetric and Private Information; Mechanism Design
    • D51 - Microeconomics - - General Equilibrium and Disequilibrium - - - Exchange and Production Economies

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