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Celebrity Endorsement in Promoting Pro-Environmental Behavior

Author

Listed:
  • Ho, Thong

    (School of Economics, University of Economics, Ho Chi Minh City)

  • Nie, Zihan

    (University of Gothenburg)

  • Alpizar, Francisco

    (Environmental Economics and Natural Resources Group, Wageningen University and Research)

  • Carlsson, Fredrik

    (Department of Economics, School of Business, Economics and Law, Göteborg University)

  • Khanh Nam, Pham

    (School of Economics, University of Economics Ho Chi Minh City)

Abstract

We conduct a natural field experiment on the effect of having a celebrity endorse an information campaign aiming to induce pro-environmental behavior in the context of single-use plastics consumption. We find that an information campaign does not have a significant effect on behavior unless it is endorsed by a celebrity. Subjects in the treatment with a combination of information campaign and celebrity endorsement use around 25% fewer plastic items compared with subjects in the control group. Adding a pledge to the endorsement does not result in an incremental reduction in the use of plastic items. Exploratory analysis suggests that the information campaign itself affect attitudes, but not behavior, and that it is the celebrity endorsement itself that affect behavior.

Suggested Citation

  • Ho, Thong & Nie, Zihan & Alpizar, Francisco & Carlsson, Fredrik & Khanh Nam, Pham, 2020. "Celebrity Endorsement in Promoting Pro-Environmental Behavior," Working Papers in Economics 795, University of Gothenburg, Department of Economics.
    • Handle: RePEc:hhs:gunwpe:0795
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    2. Pino, Giovanni & Nieto Garcia, Marta & Peluso, Alessandro M. & Viglia, Giampaolo & Filieri, Raffaele, 2023. "Understanding how virtuous lenders encourage support for peer-to-peer platforms’ prosocial initiatives," Journal of Business Research, Elsevier, vol. 168(C).
    3. Gong, Heming & Bian, Xuemei & Zheng, Chundong, 2024. "Leveraging celebrities with inconsistent attractiveness and credibility for charitable endorsement: A cue diagnosticity perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    4. Fang, Ximeng & Innocenti, Stefania, 2023. "Increasing the acceptability of carbon taxation: The role of social norms and economic reasoning," INET Oxford Working Papers 2023-25, Institute for New Economic Thinking at the Oxford Martin School, University of Oxford.
    5. Ho, Thong Q. & Nguyen, Linh T-P. & Grote, Ulrike & Rahut, Dil B. & Sonobe, Tetsushi & Nguyen, Thanh T., 2024. "Gender and generosity: How contribution information triggers solidarity behavior during a crisis," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 112(C).
    6. Nguyen-Phuoc, Duy Quy & Nguyen, Nguyen An Ngoc & Tran, Phuong Thi Kim & Pham, Huong-Giang & Oviedo-Trespalacios, Oscar, 2023. "The influence of environmental concerns and psychosocial factors on electric motorbike switching intention in the global south," Journal of Transport Geography, Elsevier, vol. 113(C).
    7. Johnston, David W. & Knott, Rachel & Mendolia, Silvia, 2022. "Climate Change Salience, Economic Insecurity, and Support for Mitigation Policies," IZA Discussion Papers 15562, Institute of Labor Economics (IZA).
    8. G. Pino & M. Nieto Garcia & A. Peluso & G. Viglia & R. Filieri, 2023. "Understanding how virtuous lenders encourage support for peer-to-peer platforms’ prosocial initiatives," Post-Print hal-04248928, HAL.

    More about this item

    Keywords

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    JEL classification:

    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • D90 - Microeconomics - - Micro-Based Behavioral Economics - - - General
    • Q50 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - General

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