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The effects of green nudges on consumer valuation of bio-based plastic packaging

Author

Listed:
  • Joana Wensing
  • Vincenzina Caputo
  • Laura Carraresi

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Stefanie Bröring
Abstract
Plastic packaging is widely associated with negative environmental consequences, which is why the food industry is increasingly interested in pro-environmental packaging alternatives- such as bio-based plastic. As the market share for bio-based plastic packaging is still small, strategies to raise consumer awareness and willingness to pay (WTP) are needed. This study integrates insights from environmental psychology and behavioral economics into choice models to assess which green nudges are most effective to increase consumer WTP for bio-based packaging. We tested a total of four strategies by providing consumers with nature pictures, reflection questions, information on bio-based plastics and normative information. Using a sample of 1019 German consumers, our results indicate that the strongest effects are generated when the nudging strategy matches the characteristic of consumers' cognitive style. For example, providing nature pictures only seems to increase WTP for bio-based packaging when consumers base their decision on their emotions and intuition. On the other hand, the strategies that provide normative information and activate the reflection about environmental consequences of plastics are most effective for consumers who enjoy cognitive deliberation.

Suggested Citation

  • Joana Wensing & Vincenzina Caputo & Laura Carraresi & Stefanie Bröring, 2020. "The effects of green nudges on consumer valuation of bio-based plastic packaging," Post-Print hal-03132845, HAL.
    • Handle: RePEc:hal:journl:hal-03132845
    DOI: 10.1016/j.ecolecon.2020.106783
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    2. Petra Lindemann-Matthies & Julia Werdermann & Martin Remmele, 2023. "‘Simply Make a Change’—Individual Commitment as a Stepping Stone for Sustainable Behaviors," Sustainability, MDPI, vol. 15(16), pages 1-22, August.
    3. Ajayi, V. & Reiner, D., 2020. "Consumer Willingness to Pay for Reducing the Environmental Footprint of Green Plastics," Cambridge Working Papers in Economics 20110, Faculty of Economics, University of Cambridge.
    4. Lin, Wen & Nayga, Rodolfo M., 2022. "Green identity labeling, environmental information, and pro-environmental food choices," Food Policy, Elsevier, vol. 106(C).
    5. Kim, Kyungah & Moon, Sungho & Kim, Junghun, 2023. "How far is it from your home? Strategic policy and management to overcome barriers of introducing fuel-cell power generation facilities," Energy Policy, Elsevier, vol. 182(C).
    6. Ansink, Erik & Wijk, Louise & Zuidmeer, Frederiek, 2022. "No clue about bioplastics," Ecological Economics, Elsevier, vol. 191(C).
    7. Houman Hashemzadeh & Alireza Karbasi & Hosein Mohammadi & Ali Firoozzare & Flavio Boccia, 2022. "Investigating the Effect of Nudges on Consumers’ Willingness to Pay for Genetically Modified Corn Oil," Sustainability, MDPI, vol. 14(19), pages 1-18, October.
    8. Morone, Piergiuseppe & Caferra, Rocco & D'Adamo, Idiano & Falcone, Pasquale Marcello & Imbert, Enrica & Morone, Andrea, 2021. "Consumer willingness to pay for bio-based products: Do certifications matter?," International Journal of Production Economics, Elsevier, vol. 240(C).
    9. Van Asselt, Joanna & Nian, Yefan & Soh, Moonwon & Morgan, Stephen & Gao, Zhifeng, 2022. "Do plastic warning labels reduce consumers' willingness to pay for plastic egg packaging? – Evidence from a choice experiment," Ecological Economics, Elsevier, vol. 198(C).
    10. Danuta Miłaszewicz, 2022. "Survey Results on Using Nudges for Choice of Green-Energy Supplier," Energies, MDPI, vol. 15(7), pages 1-19, April.
    11. Wensing, Joana & Baum, Chad & Carraresi, Laura & Bröring, Stefanie, 2021. "What if consumers saw the bigger picture? Systems thinking and the adoption of bio-based consumer products," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 94(C).
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