Encouraging pro-environmental behaviors: power of testimonials
| Author(s) | Rahman, Rubait | |
| Date Accessioned | 2023-08-21T23:08:32Z | |
| Date Available | 2023-08-21T23:08:32Z | |
| Publication Date | 2019 | |
| SWORD Update | 2020-02-03T13:30:17Z | |
| Abstract | Testimonials, such as videos or quotes from influencers who speak positively about a product or a practice, are a widespread, cost-effective, and tested marketing strategy for consumer goods. Given the appeal of testimonials in promoting pro-environmental behaviors, very little is known about whether testimonials can spur pro-environmental behaviors. To that end, an incentive compatible framed-field experiment was designed to test the impact of an expert testimonial on the willingness to pay for native plants as a pro-environmental technology. An ex-ante statistical power analysis was conducted to determine the required sample size. Our results indicate that the audio-visual testimonial did not have a statistically significant impact on the participants’ willingness to pay for the pro-environmental technology. Several demographic and socioeconomic characteristics of the participants had a statistically significant impact on the willingness to pay for the pro-environmental technology. These findings are policy relevant as they suggest that testimonials are not a panacea, and they help identify a target population for environmental outreach programs. | |
| Advisor | Messer, Kent D. | |
| Degree | M.S. | |
| Department | University of Delaware, Department of Applied Economics and Statistics | |
| DOI | https://doi.org/10.58088/5gzc-nk19 | |
| Unique Identifier | 1450559572 | |
| URL | https://udspace.udel.edu/handle/19716/33185 | |
| Language | en | |
| Publisher | University of Delaware | |
| URI | https://www.proquest.com/pqdtlocal1006271/dissertations-theses/encouraging-pro-environmental-behaviors-power/docview/2317708574/sem-2?accountid=10457 | |
| Keywords | Pro-environmental behaviors | |
| Keywords | Testimonials | |
| Title | Encouraging pro-environmental behaviors: power of testimonials | |
| Type | Thesis |