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How Can We Motivate Consumers to Purchase Certified Forest Coffee? Evidence From a Laboratory Randomized Experiment Using Eye-trackers

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  • Takahashi, Ryo
  • Todo, Yasuyuki
  • Funaki, Yukihiko

Abstract

By conducting a laboratory experiment, we investigate how consumers' purchasing behavior for certified forest coffee is affected by consumers' interest in environmental issues, the provision of information, and product labels. We contribute to the literature in the following three ways. First, we conduct a randomized controlled trial (RCT) to control biases due to endogeneity. Second, we utilize eye-trackers to examine how different product labels result in different visual attention. The combination of an RCT and eye-tracking techniques is new in the literature on purchasing behavior for environmentally friendly products. Third, our experiment measures participants' purchasing behavior that incurs actual costs rather than examining their willingness-to-pay (WTP) based on hypothetical questions. We find that concerns regarding environmental issues do not promote purchases of certified forest coffee. Information about certification programs does not have any effect on purchasing certified forest coffee unless information is provided to prior purchasers of certified forest coffee. By contrast, illustrations of forests on certified forest coffee labels attract participants' visual attention and further stimulate actual purchases of certified forest coffee, suggesting that a 1-second increase in visual attention increases the likelihood of purchasing certified forest coffee by 22 percentage points.

Suggested Citation

  • Takahashi, Ryo & Todo, Yasuyuki & Funaki, Yukihiko, 2018. "How Can We Motivate Consumers to Purchase Certified Forest Coffee? Evidence From a Laboratory Randomized Experiment Using Eye-trackers," Ecological Economics, Elsevier, vol. 150(C), pages 107-121.
  • Handle: RePEc:eee:ecolec:v:150:y:2018:i:c:p:107-121
    DOI: 10.1016/j.ecolecon.2018.04.010
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    References listed on IDEAS

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    3. Takahashi, R. & Todo, Y., 2018. "When do consumers stand up for the environment? Evidence from a large-scale social experiment to promote environmentally friendly coffee," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 277507, International Association of Agricultural Economists.
    4. Enoch Owusu-Sekyere & Awudu Abdulai & Henry Jordaan & Helena Hansson, 2020. "Heterogeneous demand for ecologically sustainable products on ensuring environmental sustainability in South Africa," Environmental Economics and Policy Studies, Springer;Society for Environmental Economics and Policy Studies - SEEPS, vol. 22(1), pages 39-64, January.
    5. Li, Tongzhe & McCluskey, Jill J. & Messer, Kent D., 2018. "Ignorance Is Bliss? Experimental Evidence on Wine Produced from Grapes Irrigated with Recycled Water," Ecological Economics, Elsevier, vol. 153(C), pages 100-110.
    6. Momsen, Katharina & Ohndorf, Markus, 2020. "When do people exploit moral wiggle room? An experimental analysis of information avoidance in a market setup," Ecological Economics, Elsevier, vol. 169(C).
    7. Patrizia Fanasch, 2019. "Survival of the fittest: The impact of eco‐certification and reputation on firm performance," Business Strategy and the Environment, Wiley Blackwell, vol. 28(4), pages 611-628, May.
    8. Ryo Takahashi, 2019. "How to stimulate environmentally friendly consumption: Evidence from a nationwide social experiment to promote eco-friendly coffee," Working Papers 1917, Waseda University, Faculty of Political Science and Economics.
    9. Hernandez-Aguilera, J. Nicolas & Conrad, Jon M. & Gómez, Miguel I. & Rodewald, Amanda D., 2019. "The Economics and Ecology of Shade-grown Coffee: A Model to Incentivize Shade and Bird Conservation," Ecological Economics, Elsevier, vol. 159(C), pages 110-121.
    10. Natália Munari Pagan & Karina Munari Pagan & Adriano Alves Teixeira & Janaina Moura Engracia Giraldi & Nelson Oliveira Stefanelli & Jorge Henrique Caldeira Oliveira, 0. "Application of Neuroscience in the Area of Sustainability: Mapping the Territory," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 0, pages 1-17.

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