Nudging toward climate adaptation. A field experiment on informational strategies in organic food markets

We conduct a field experiment to test whether informational messages can nudge organic consumers toward purchasing “greener” products that support climate change adaptation. Leveraging data from a large Italian online shop of organic products, we use pasta as a case study to examine consumer responses to information about an ancient durum wheat variety with superior drought tolerance compared to modern wheat. We test two types of messages that frame climate adaptation as achievable through everyday choices: a colloquial information that adopts a relatable tone and a science-based message that presents evidence with visual elements. We find that the colloquial message increases the market share of “greener” pasta by 13 %, while the science-based message is effective only among highly environmentally conscious consumers. Effects persist for at least three months and are stronger among women, younger individuals, and those with higher education. The effect of colloquial messaging is amplified among consumers previously experiencing severe or extreme drought conditions. We observe a backfire effect among the greenest consumers, i.e., those who were already predominantly purchasing ancient pasta.