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The importance of selecting the right messenger: A framed field experiment on recycled water products

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  • Whiting, Alix
  • Kecinski, Maik
  • Li, Tongzhe
  • r, Kent D. Messer
  • Parker, Julia

Abstract

This study tests how different messengers—scientists, government agencies, non-profit organizations, and newspapers—influence individual behavior. We conducted framed field experiments to compare the effects of these messengers on consumers' monetary bids on different items produced with recycled and conventional irrigation water. Using recycled wastewater for agricultural irrigation has the potential to conserve substantial amounts of fresh water. Although using recycled water for irrigating of both edible and inedible crops can be safe for human consumption, people may stigmatize these products since the origin of the waste water is still too apparent. Providing consumers with information about recycled water can help ameliorate their negative perceptions, and the effectiveness of such information can depend on the origin, i.e. the messenger. Our results suggest that participants respond least favourably when the message is attributed to a scientist and most favourably when the message is attributed to a newspaper. Further analysis shows that consumer responses to the scientist messenger fall into two general categories: (1) individuals who place zero bids and (2) individuals who place relatively larger bids in response to information from scientists.

Suggested Citation

  • Whiting, Alix & Kecinski, Maik & Li, Tongzhe & r, Kent D. Messer & Parker, Julia, 2019. "The importance of selecting the right messenger: A framed field experiment on recycled water products," Ecological Economics, Elsevier, vol. 161(C), pages 1-8.
    • Handle: RePEc:eee:ecolec:v:161:y:2019:i:c:p:1-8
    DOI: 10.1016/j.ecolecon.2019.03.004
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    References listed on IDEAS

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    Cited by:

    1. Li, Tongzhe & Roy, Danielle, 2021. "“Choosing not to choose”: Preferences for various uses of recycled water," Ecological Economics, Elsevier, vol. 184(C).
    2. Sean F. Ellis & Maik Kecinski & Kent D. Messer & Clive Lipchin, 2022. "Consumer perceptions after long‐term use of alternative irrigation water: A field experiment in Israel," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 44(2), pages 1003-1020, June.
    3. Francisca Ruiz-Garzón & María del Carmen Olmos-Gómez & Ligia Isabel Estrada-Vidal, 2021. "Perceptions of Teachers in Training on Water Issues and Their Relationship to the SDGs," Sustainability, MDPI, vol. 13(9), pages 1-19, April.
    4. Tsigkou, Stavroula & Messer, Kent D. & Kecinski, Maik & Li, Tongzhe, 2021. "The impact of nontraditional irrigation water on consumers’ perception of food and non-food items: A field experiment in the United States," 2021 Annual Meeting, August 1-3, Austin, Texas 313940, Agricultural and Applied Economics Association.
    5. H. Holly Wang & Jing Yang & Na Hao, 2022. "Consumers’ Willingness to Pay for Rice from Remediated Soil: Potential from the Public in Sustainable Soil Pollution Treatment," IJERPH, MDPI, vol. 19(15), pages 1-22, July.

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    More about this item

    Keywords

    Individual behavior; Field experiments; Messengers; Risk;
    All these keywords.

    JEL classification:

    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • D44 - Microeconomics - - Market Structure, Pricing, and Design - - - Auctions
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty

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