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Recall Bias of Environmental Campaigns

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  • Michela Limardi

    (CES - Centre d'économie de la Sorbonne - UP1 - Université Paris 1 Panthéon-Sorbonne - CNRS - Centre National de la Recherche Scientifique, RIME-Lab - Recherche Interdisciplinaire en Management et Économie Lab - ULR 7396 - UA - Université d'Artois - Université de Lille)

Abstract

Environmental campaigns aim to increase the environmental awareness of individuals and induce a pro-environmental behavior. One of the criteria used to assess the effectiveness of a campaign is to ask people if they recall the campaign. However, a bias may exist in recalling campaigns according to the environmental behavior of individuals. The goal of this is study to measure this potential recall bias. We use an original survey conducted by a French Non-profit Organization in Paris region to assess the effectiveness of its drug recycle campaigns. We first conduct a probit analysis of the probability of an individual remembering the campaign and then we apply the difference-indifference method. Our findings show that there is a systematic recall bias of the campaigns according to the environmental behavior of the respondent. This recall bias might be related to the type of message delivered. This finding implies that deeper reflection is needed in order to find the right message to succefully reach the target group of environmental campaigns, i.e. individuals with low environmental awareness.

Suggested Citation

  • Michela Limardi, 2022. "Recall Bias of Environmental Campaigns," Working Papers hal-04102538, HAL.
    • Handle: RePEc:hal:wpaper:hal-04102538
    Note: View the original document on HAL open archive server: https://hal.science/hal-04102538
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    References listed on IDEAS

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    1. Lint Barrage & Eric Chyn & Justine Hastings, 2020. "Advertising and Environmental Stewardship: Evidence from the BP Oil Spill," American Economic Journal: Economic Policy, American Economic Association, vol. 12(1), pages 33-61, February.
    2. Kahn, Matthew E., 2007. "Do greens drive Hummers or hybrids? Environmental ideology as a determinant of consumer choice," Journal of Environmental Economics and Management, Elsevier, vol. 54(2), pages 129-145, September.
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    Cited by:

    1. Michela Limardi & Morgane Tanvé, 2023. "Anti-Environmental Behavior: Disregard or Lack of Information?," Working Papers hal-04102549, HAL.

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    More about this item

    Keywords

    NGOs; Environmental Campaigns; Pro-environmental behavior;
    All these keywords.

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