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Celebrity Endorsement in Promoting Pro-Environmental Behavior

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Title: Celebrity Endorsement in Promoting Pro-Environmental Behavior
Authors: Ho, Thong
Nie, Zihan
Alpizar, Francisco
Carlsson, Fredrik
Khanh Nam, Pham
Issue Date: Oct-2020
Extent: 37
Publication type: report
Organization: Gothenburg University
Series/Report no.: Working Papers in Economics
Keywords: pro-environmental behavior
celebrity endorsement
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. Ad... more
ISSN: 1403-2465
Description: JEL Codes: C93, D9, Q5
Appears in Collections:Working papers



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