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Avoiding cognitive dissonance: Experimental evidence on sustainable online shopping

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  • Eßer, Jana
  • Flörchinger, Daniela
  • Frondel, Manuel
  • Sommer, Stephan

Abstract

Cognitive dissonance may arise from the inconsistency between an individual's behavior and her self-image. We investigate whether the provision of information that induces cognitive dissonance can increase sustainable consumption, and specifically whether individuals avoid cognitive dissonance by (a) a change in behavior to comply with own attitudes and by (b) two types of self-deception: the denial of attitudes and the denial of knowledge about the criticism of conventional online shopping. To this end, we develop a rational choice model and embed an incentivized discrete-choice task in a large-scale survey conducted in Germany in 2021, with the choice being between a voucher for either a conventional or a sustainable online market place. In an experimental setting, we aim to induce cognitive dissonance by either randomly reminding participants of their previously stated attitudes towards sustainable production or by informing them about the typical criticism of conventional online shopping. Results indicate that individuals adapt their behavior after having received the reminder of their stated attitudes and the criticism about conventional online shopping. Yet, participants do not deceive themselves by aligning their attitudes with their behavior or by denying to have been aware of the criticism.

Suggested Citation

  • Eßer, Jana & Flörchinger, Daniela & Frondel, Manuel & Sommer, Stephan, 2024. "Avoiding cognitive dissonance: Experimental evidence on sustainable online shopping," Ruhr Economic Papers 1063, RWI - Leibniz-Institut für Wirtschaftsforschung, Ruhr-University Bochum, TU Dortmund University, University of Duisburg-Essen.
    • Handle: RePEc:zbw:rwirep:282990
    DOI: 10.4419/86788924
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    References listed on IDEAS

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    JEL classification:

    • A13 - General Economics and Teaching - - General Economics - - - Relation of Economics to Social Values
    • H23 - Public Economics - - Taxation, Subsidies, and Revenue - - - Externalities; Redistributive Effects; Environmental Taxes and Subsidies
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

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