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Assessing the peer effects on willingness to pay for low-carbon food: Evidence from a randomized controlled trial

Author

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  • Wang, Xinyu
  • Zhao, Yinyu
  • Xi, Zemiao

Abstract

Food consumption is one of the main sources of global carbon emissions, and promoting low-carbon food consumption is seen as a key strategy for sustainable development. This study conducted a randomized controlled trial with 1388 Chinese university students in 2024, using the contingent valuation method and interval regression model to explore how peer effects affect consumers’ willingness to pay (WTP) for low-carbon milk. The study reveals an asymmetric peer effect on WTP for low-carbon milk, with positive influence being more pronounced than negative. The information intervention enhanced the positive peer effect and mitigated the negative peer effect, but stand-alone information showed no significant impact. Heterogeneous effects were observed across SN levels. Given that peer effects may be an essential driver of low-carbon food consumption, it is recommended that public policy consider its catalytic role.

Suggested Citation

  • Wang, Xinyu & Zhao, Yinyu & Xi, Zemiao, 2025. "Assessing the peer effects on willingness to pay for low-carbon food: Evidence from a randomized controlled trial," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 119(C).
    • Handle: RePEc:eee:soceco:v:119:y:2025:i:c:s2214804325001260
    DOI: 10.1016/j.socec.2025.102462
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