IDEAS home Printed from https://ideas.repec.org/p/fae/wpaper/2020.11.html
   My bibliography  Save this paper

Promoting discount schemes as a nudge strategy to enhance environmental behaviour

Author

Listed:
  • Julie Metta

    () (KU Leuven)

Abstract

This paper presents the effects of nudging and of direct instruments on the consumer choice for reusable cups instead of disposable cups. The instruments include a financial incentive (discount schemes for consumers bringing their own cup) and communication about the scheme. The required conditions for the shop policy to be effective (i.e. induce a change in consumer behaviour through direct and indirect communication) are also evaluated. An original database was compiled from structured observations over 223 Hong Kong coffee shops, where 522 data points were collected. The research questions are answered using two strategies. First, logistic econometric approaches estimate the effects of the policies on consumer behaviour. Secondly, a qualitative comparative analysis identifies the required conditions for the consumers to use reusable cups. The results show no significant effect of the financial incentive on the targeted consumers but positive and significant effects on the other consumers who switch to in-shop reusable cups instead of disposable cups. Through effective communication about the “environment-friendly†shop policy, coffee shops affect the consumer behaviour towards reusable cups positively. I observe that nudges have higher effects than financial instruments on consumer behavioural change even when the settings account for strong conservative behaviours. The analysis of coffee shop typologies reports that coffee shops targeting a wealthier audience are more likely to achieve policy goals through nudge strategy. Length

Suggested Citation

  • Julie Metta, 2020. "Promoting discount schemes as a nudge strategy to enhance environmental behaviour," Working Papers 2020.11, FAERE - French Association of Environmental and Resource Economists.
  • Handle: RePEc:fae:wpaper:2020.11
    as

    Download full text from publisher

    File URL: http://faere.fr/pub/WorkingPapers/Metta_FAERE_WP2020.11.pdf
    File Function: First version, 2020
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kallbekken, Steffen & Sælen, Håkon, 2013. "‘Nudging’ hotel guests to reduce food waste as a win–win environmental measure," Economics Letters, Elsevier, vol. 119(3), pages 325-327.
    2. Paul Lanoie, 2008. "When And Why Does It Pay To Be Green?," CIRANO Papers 2008n-02a, CIRANO.
    3. Jie Zhang, 2006. "An Integrated Choice Model Incorporating Alternative Mechanisms for Consumers' Reactions to In-Store Display and Feature Advertising," Marketing Science, INFORMS, vol. 25(3), pages 278-290, 05-06.
    4. John Yinger, 1998. "Evidence on Discrimination in Consumer Markets," Journal of Economic Perspectives, American Economic Association, vol. 12(2), pages 23-40, Spring.
    5. Eunae Jung & Hyungun Sung, 2017. "The Influence of the Middle East Respiratory Syndrome Outbreak on Online and Offline Markets for Retail Sales," Sustainability, MDPI, Open Access Journal, vol. 9(3), pages 1-23, March.
    6. S. Bowles & S. Polania-Reyes., 2013. "Economic Incentives and Social Preferences: Substitutes or Complements?," VOPROSY ECONOMIKI, N.P. Redaktsiya zhurnala "Voprosy Economiki", vol. 4.
    7. Bruno S. Frey & Reto Jegen, 2001. "Motivation Crowding Theory," Journal of Economic Surveys, Wiley Blackwell, vol. 15(5), pages 589-611, December.
    8. Cadario, Romain & Chandon, Pierre, 2019. "Viewpoint: Effectiveness or consumer acceptance? Tradeoffs in selecting healthy eating nudges," Food Policy, Elsevier, vol. 85(C), pages 1-6.
    9. Romain Cadario & Pierre Chandon, 2019. "Viewpoint: Effectiveness or consumer acceptance? Tradeoffs in selecting healthy eating nudges," Post-Print hal-02508983, HAL.
    10. Hagmann, Désirée & Siegrist, Michael & Hartmann, Christina, 2018. "Taxes, labels, or nudges? Public acceptance of various interventions designed to reduce sugar intake," Food Policy, Elsevier, vol. 79(C), pages 156-165.
    11. Simanti Banerjee, 2018. "Improving Spatial Coordination Rates under the Agglomeration Bonus Scheme: A Laboratory Experiment with a Pecuniary and a Non-Pecuniary Mechanism (NUDGE)," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 100(1), pages 172-197.
    12. Schubert, Christian, 2017. "Green nudges: Do they work? Are they ethical?," Ecological Economics, Elsevier, vol. 132(C), pages 329-342.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Johan Graafland, 2020. "Competition in technology and innovation, motivation crowding, and environmental policy," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(1), pages 137-145, January.
    2. Pierre Dubois & Paulo Albuquerque & Olivier Allais & Céline Bonnet & Patrice Bertail & Pierre Combris & Saadi Lahlou & Natalie Rigal & Bernard Ruffieux & Pierre Chandon, 2021. "Effects of front-of-pack labels on the nutritional quality of supermarket food purchases: evidence from a large-scale randomized controlled trial," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 119-138, January.
    3. Ramm, Joachim & Tjøtta, Sigve & Torsvik, Gaute, 2013. "Incentives and creativity in groups," Working Papers in Economics 06/13, University of Bergen, Department of Economics.
    4. So, Tony, 2020. "Classroom experiments as a replication device," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 86(C).
    5. Chervier, Colas & Le Velly, Gwenolé & Ezzine-de-Blas, Driss, 2019. "When the Implementation of Payments for Biodiversity Conservation Leads to Motivation Crowding-out: A Case Study From the Cardamoms Forests, Cambodia," Ecological Economics, Elsevier, vol. 156(C), pages 499-510.
    6. Pugno, Maurizio, 2020. "Enjoying life takes time and needs people, but economic progress runs and offers things," MPRA Paper 104378, University Library of Munich, Germany.
    7. Chakravarty, Sujoy & Mishra, Rajan, 2019. "Using social norms to reduce paper waste: Results from a field experiment in the Indian Information Technology sector," Ecological Economics, Elsevier, vol. 164(C), pages 1-1.
    8. Marco Faillo & Costanza Piovanelli, 2017. "Wage delegation and intrinsic motivation: an experimental study," CEEL Working Papers 1701, Cognitive and Experimental Economics Laboratory, Department of Economics, University of Trento, Italia.
    9. Mikel Berdud & Juan M. Cabasés Hita & Jorge Nieto, 2012. "Motivational Capital and Incentives in Health Care Organisations," Documentos de Trabajo - Lan Gaiak Departamento de Economía - Universidad Pública de Navarra 1209, Departamento de Economía - Universidad Pública de Navarra.
    10. Bosworth, Steven J. & Singer, Tania & Snower, Dennis J., 2016. "Cooperation, motivation and social balance," Journal of Economic Behavior & Organization, Elsevier, vol. 126(PB), pages 72-94.
    11. Handberg, Øyvind Nystad & Angelsen, Arild, 2019. "Pay little, get little; pay more, get a little more: A framed forest experiment in Tanzania," Ecological Economics, Elsevier, vol. 156(C), pages 454-467.
    12. Dietrich Earnhart & Lana Friesen, 2021. "Enforcement Federalism: Comparing the Effectiveness of Federal Punishment versus State Punishment," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 78(2), pages 227-255, February.
    13. Agnès Festré & Pierre Garrouste, 2015. "Theory And Evidence In Psychology And Economics About Motivation Crowding Out: A Possible Convergence?," Journal of Economic Surveys, Wiley Blackwell, vol. 29(2), pages 339-356, April.
    14. Mikel Berdud & Juan M. Cabasés Hita & Jorge Nieto, 2014. "A Pilot Inquiry on Incentives and Intrinsic Motivation in Health Care: the Motivational Capital Explained by Doctors," Documentos de Trabajo - Lan Gaiak Departamento de Economía - Universidad Pública de Navarra 1401, Departamento de Economía - Universidad Pública de Navarra.
    15. Bart Cockx & Stijn Baert, 2015. "Contracting Out Mandatory Counselling and Training for Long-Term Unemployed. Private For-Profit or Non-Profit, or Keep it Public?," CESifo Working Paper Series 5587, CESifo.
    16. Kaczan, David & Pfaff, Alexander & Rodriguez, Luz & Shapiro-Garza, Elizabeth, 2017. "Increasing the impact of collective incentives in payments for ecosystem services," Journal of Environmental Economics and Management, Elsevier, vol. 86(C), pages 48-67.
    17. Rode, Julian & Gómez-Baggethun, Erik & Krause, Torsten, 2015. "Motivation crowding by economic incentives in conservation policy: A review of the empirical evidence," Ecological Economics, Elsevier, vol. 117(C), pages 270-282.
    18. Zach Raff & Dietrich Earnhart, 2018. "Effect Of Cooperative Enforcement Strategies On Wastewater Management," Economic Inquiry, Western Economic Association International, vol. 56(2), pages 1357-1379, April.
    19. Florian Engl & Arno Riedl & Roberto A. Weber, 2017. "Spillover Effects of Institutions on Cooperative Behavior, Preferences, and Beliefs," CESifo Working Paper Series 6504, CESifo.
    20. Simone D'Alessandro & Caterina Giannetti & Pietro Guarnieri, 2018. "Private vs Public incentives: an experiment on motivation crowding and social trust," Discussion Papers 2018/240, Dipartimento di Economia e Management (DEM), University of Pisa, Pisa, Italy.

    More about this item

    Keywords

    Hong Kong; consumer behaviour; financial incentive; discrete choice model; qualitative comparative analysis;
    All these keywords.

    JEL classification:

    • C99 - Mathematical and Quantitative Methods - - Design of Experiments - - - Other
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • D89 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Other
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:fae:wpaper:2020.11. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Mireille Chiroleu-Assouline). General contact details of provider: http://edirc.repec.org/data/faereea.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.