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Making the carbon basket count: Goal setting promotes sustainable consumption in a simulated online supermarket

Author

Listed:
  • Kanay, Ayşegül
  • Hilton, Denis
  • Charalambides, Laetitia
  • Corrégé, Jean-Baptiste
  • Inaudi, Eva
  • Waroquier, Laurent
  • Cezera, Stéphane

Abstract

We compared the effectiveness of basket goal-setting to product information strategies on sustainable consumption in a simulated online supermarket. Experiment 1 found a significant effect of basket goal setting techniques with carbon basket feedback in either numerical or graphical form on the carbon content of baskets purchased but no effect of numerical product information alone or in combination with basket CO2 information. Experiment 2 also found that basket goal setting was effective, but found no additional effect of introducing five-colour coding of the carbon footprints of either products or baskets. Experiment 3 replicated the effects of goal setting and found that repeated visits to the online supermarket led to improved learning about product carbon footprint in the basket goal setting condition. Our results suggest that goal setting techniques with feedback can reduce the carbon footprint of online shopping baskets and facilitate learning about product carbon footprint.

Suggested Citation

  • Kanay, Ayşegül & Hilton, Denis & Charalambides, Laetitia & Corrégé, Jean-Baptiste & Inaudi, Eva & Waroquier, Laurent & Cezera, Stéphane, 2021. "Making the carbon basket count: Goal setting promotes sustainable consumption in a simulated online supermarket," TSE Working Papers 21-1191, Toulouse School of Economics (TSE).
    • Handle: RePEc:tse:wpaper:125315
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    Citations

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    Cited by:

    1. Momsen, Katharina & Ohndorf, Markus, 2022. "Information avoidance, selective exposure, and fake (?) news: Theory and experimental evidence on green consumption," Journal of Economic Psychology, Elsevier, vol. 88(C).
    2. Castro-Santa, Juana & Drews, Stefan & Bergh, Jeroen van den, 2023. "Nudging low-carbon consumption through advertising and social norms," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 102(C).
    3. Luca A. Panzone & Natasha Auch & Daniel John Zizzo, 2024. "Nudging the Food Basket Green: The Effects of Commitment and Badges on the Carbon Footprint of Food Shopping," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 87(1), pages 89-133, January.
    4. Ulph, Alistair & Panzone, Luca & Hilton, Denis, 2023. "Do rational people sometimes act irrationally? A dynamic self-regulation model of sustainable consumer behavior," Economic Modelling, Elsevier, vol. 126(C).
    5. Panzone, Luca A. & Tocco, Barbara & Brečić, Ružica & Gorton, Matthew, 2024. "Healthy foods, healthy sales? Cross-category effects of a loyalty program promoting sales of fruit and vegetables," Journal of Retailing, Elsevier, vol. 100(1), pages 85-103.
    6. Lange, Florian & Dewitte, Siegfried, 2023. "Non-monetary reinforcement effects on pro-environmental behavior," Journal of Economic Psychology, Elsevier, vol. 97(C).
    7. Lohmann, Paul M. & Gsottbauer, Elisabeth & Doherty, Anya & Kontoleon, Andreas, 2022. "Do carbon footprint labels promote climatarian diets? Evidence from a large-scale field experiment," Journal of Environmental Economics and Management, Elsevier, vol. 114(C).

    More about this item

    Keywords

    Sustainable consumption; Goal-setting; Decision-aiding; Carbon labels; Groceries;
    All these keywords.

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