IDEAS home Printed from https://ideas.repec.org/
MyIDEAS: Log in (now much improved!) to save this paper

Social- and Self-Image Concerns in Fair-Trade Consumption: Evidence from Experimental Auctions for Chocolate

  • Sabrina Teyssier

    ()

    (ALISS - Alimentation et sciences sociales - INRA - Institut National de la Recherche Agronomique)

  • Fabrice Etilé

    (ALISS - Alimentation et sciences sociales - INRA - Institut National de la Recherche Agronomique, PSE - Paris School of Economics, PSE - Paris-Jourdan Sciences Economiques - ENS Paris - École normale supérieure - Paris - INRA - Institut National de la Recherche Agronomique - EHESS - École des hautes études en sciences sociales - École des Ponts ParisTech (ENPC) - CNRS - Centre National de la Recherche Scientifique)

  • Pierre Combris

    (ALISS - Alimentation et sciences sociales - INRA - Institut National de la Recherche Agronomique)

Can social interactions be used to encourage the consumption of fair-trade products? Social interactions may alter purchase behavior by triggering either self-image concerns (when one sees others' decisions without being seen) or social-image concerns (when everybody sees everyone else). A laboratory experiment is designed to identify separately these concerns, using real auctions for normal and fair-trade chocolate, controlling for taste and packaging differences. The analysis of the willingness-to-pay (WTP) for both types of chocolate reveals that both social- and self-image matter: subjects pay a higher premium for fair-trade chocolate when their decisions are made public. This premium is sensitive to information received about the premia paid by other subjects, even when decisions are private. The higher premium in public auctions results from a lower WTP for normal chocolate, rather than a higher WTP for fair-trade chocolate. Subjects are also much more sensitive to information about others' choices that relaxes the moral or social norm constraining their own choice. We thus conclude that social interactions cannot be used to nudge consumers into fair-trade consumption, at least for ordinary products such as chocolate.

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

File URL: https://halshs.archives-ouvertes.fr/halshs-00722592/document
Download Restriction: no

Paper provided by HAL in its series PSE Working Papers with number halshs-00722592.

as
in new window

Length:
Date of creation: Aug 2012
Date of revision:
Handle: RePEc:hal:psewpa:halshs-00722592
Note: View the original document on HAL open archive server: https://halshs.archives-ouvertes.fr/halshs-00722592
Contact details of provider: Web page: https://hal.archives-ouvertes.fr/

References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:

as in new window
  1. Benabou, Roland & Tirole, Jean, 2009. "Individual and Corporate Social Responsibility," IZA Discussion Papers 4570, Institute for the Study of Labor (IZA).
  2. George A. Akerlof, 1997. "Social Distance and Social Decisions," Econometrica, Econometric Society, vol. 65(5), pages 1005-1028, September.
  3. Simon Gaechter & Elke Renner, 2010. "The effects of (incentivized) belief elicitation in public goods experiments," Discussion Papers 2010-12, The Centre for Decision Research and Experimental Economics, School of Economics, University of Nottingham.
  4. Yuko Onozaka & Dawn Thilmany Mcfadden, 2011. "Does Local Labeling Complement or Compete with Other Sustainable Labels? A Conjoint Analysis of Direct and Joint Values for Fresh Produce Claim," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 93(3), pages 689-702.
  5. James Andreoni, 2007. "Social Image and the 50-50 Norm: A Theoretical and Experimental Analysis of Audience Effects," Levine's Bibliography 122247000000001459, UCLA Department of Economics.
  6. Charles F. Manski, 2000. "Economic Analysis of Social Interactions," NBER Working Papers 7580, National Bureau of Economic Research, Inc.
  7. James Andreoni & Ragan Petrie, 2003. "Public Goods Experiments Without Confidentiality: A Glimpse Into Fund-Raising," Levine's Working Paper Archive 506439000000000520, David K. Levine.
  8. Nicolas Jacquemet & Alexander G. James & Stéphane Luchini & Jason F. Shogren, 2010. "Social psychology and environmental economics: a new look at ex ante corrections of biased preference evaluation," Documents de travail du Centre d'Economie de la Sorbonne 10016, Université Panthéon-Sorbonne (Paris 1), Centre d'Economie de la Sorbonne.
  9. Douadia Bougherara & Pierre Combris, 2009. "Eco-labelled food products: what are consumers paying for?," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 36(3), pages 321-341, September.
  10. George A. Akerlof & Rachel E. Kranton, 2000. "Economics and Identity," The Quarterly Journal of Economics, Oxford University Press, vol. 115(3), pages 715-753.
  11. Lacetera, Nicola & Macis, Mario, 2010. "Social image concerns and prosocial behavior: Field evidence from a nonlinear incentive scheme," Journal of Economic Behavior & Organization, Elsevier, vol. 76(2), pages 225-237, November.
  12. Loureiro, Maria L. & Lotade, Justus, 2005. "Do fair trade and eco-labels in coffee wake up the consumer conscience?," Ecological Economics, Elsevier, vol. 53(1), pages 129-138, April.
  13. David Reinstein & Gerhard Riener, 2012. "Reputation and influence in charitable giving: an experiment," Theory and Decision, Springer, vol. 72(2), pages 221-243, February.
  14. Elster, Jon, 1989. "Social Norms and Economic Theory," Journal of Economic Perspectives, American Economic Association, vol. 3(4), pages 99-117, Fall.
  15. McCluskey, Jill J. & Loureiro, Maria L., 2003. "Consumer Preferences And Willingness To Pay For Food Labeling: A Discussion Of Empirical Studies," Journal of Food Distribution Research, Food Distribution Research Society, vol. 34(03), November.
  16. Unnevehr, Laurian J. & Eales, J. & Jensen, Helen H. & Lusk, J. & McCluskey, J. & Kinsey, J., 2010. "Food and Consumer Economics," Staff General Research Papers Archive 31410, Iowa State University, Department of Economics.
  17. Timothy N. Cason & Vai-Lam Mui, 1998. "Social Influence in the Sequential Dictator Game," Monash Economics Working Papers archive-37, Monash University, Department of Economics.
  18. Ty Feldkamp & Ted C. Schroeder, 2004. "Experimental Auction Procedure: Impact on Valuation of Quality Differentiated Goods," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 86(2), pages 389-405.
  19. Allcott, Hunt, 2011. "Social norms and energy conservation," Journal of Public Economics, Elsevier, vol. 95(9-10), pages 1082-1095, October.
  20. Monika Hartmann, 2011. "Corporate social responsibility in the food sector," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 38(3), pages 297-324, August.
  21. J.P. Gond & A. El Akremi & J. Igalens & V. Swaen, 2011. "A corporate social responsibility," Post-Print hal-00826426, HAL.
  22. Lusk, Jayson L., 2003. "Using Experimental Auctions for Marketing Applications: A Discussion," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 35(02), pages 349-360, August.
  23. Clark, Andrew E. & Oswald, Andrew J., 1998. "Comparison-concave utility and following behaviour in social and economic settings," Journal of Public Economics, Elsevier, vol. 70(1), pages 133-155, October.
  24. Carlsson, Fredrik & García, Jorge H. & Löfgren, Åsa, 2008. "Conformity and the demand for environmental goods," Working Papers in Economics 286, University of Gothenburg, Department of Economics.
  25. Shogren, Jason F. & Cho, Sungwon & Koo, Cannon & List, John & Park, Changwon & Polo, Pablo & Wilhelmi, Robert, 2001. "Auction mechanisms and the measurement of WTP and WTA," Resource and Energy Economics, Elsevier, vol. 23(2), pages 97-109, April.
  26. Jen Shang & Rachel Croson, 2009. "A Field Experiment in Charitable Contribution: The Impact of Social Information on the Voluntary Provision of Public Goods," Economic Journal, Royal Economic Society, vol. 119(540), pages 1422-1439, October.
  27. Carpenter, Jeffrey & Myers, Caitlin Knowles, 2010. "Why volunteer? Evidence on the role of altruism, image, and incentives," Journal of Public Economics, Elsevier, vol. 94(11-12), pages 911-920, December.
  28. Frey, Bruno S. & Meier, Stephan, 2004. "Pro-social behavior in a natural setting," Journal of Economic Behavior & Organization, Elsevier, vol. 54(1), pages 65-88, May.
  29. Ariely, Dan & Bracha, Anat & Meier, Stephan, 2007. "Doing Good or Doing Well? Image Motivation and Monetary Incentives in Behaving Prosocially," IZA Discussion Papers 2968, Institute for the Study of Labor (IZA).
  30. Bernheim, B Douglas, 1994. "A Theory of Conformity," Journal of Political Economy, University of Chicago Press, vol. 102(5), pages 841-77, October.
  31. F. Bailey Norwood & Jayson L. Lusk, 2011. "Social Desirability Bias in Real, Hypothetical, and Inferred Valuation Experiments," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 93(2), pages 528-534.
  32. Harbaugh, William T, 1998. "The Prestige Motive for Making Charitable Transfers," American Economic Review, American Economic Association, vol. 88(2), pages 277-82, May.
  33. Rege, Mari & Telle, Kjetil, 2004. "The impact of social approval and framing on cooperation in public good situations," Journal of Public Economics, Elsevier, vol. 88(7-8), pages 1625-1644, July.
  34. Patricia Funk, 2010. "Social Incentives and Voter Turnout: Evidence from the Swiss Mail Ballot System," Journal of the European Economic Association, MIT Press, vol. 8(5), pages 1077-1103, 09.
  35. Allcott, Hunt, 2011. "Social norms and energy conservation," Journal of Public Economics, Elsevier, vol. 95(9), pages 1082-1095.
Full references (including those not matched with items on IDEAS)

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

When requesting a correction, please mention this item's handle: RePEc:hal:psewpa:halshs-00722592. 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: (CCSD)

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 references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link 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 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.

This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.