Scandinavian Working Papers in Economics
Working Papers in Economics,
University of Gothenburg, Department of Economics
No 795: Celebrity Endorsement in Promoting Pro-Environmental Behavior
Thong Ho (), Zihan Nie (), Francisco Alpizar (), Fredrik Carlsson () and Pham Khanh Nam ()
Additional contact information
Thong Ho: School of Economics, University of Economics, Ho Chi Minh City
Zihan Nie: University of Gothenburg
Francisco Alpizar: Environmental Economics and Natural Resources Group, Wageningen University and Research
Fredrik Carlsson: Department of Economics, School of Business, Economics and Law, Göteborg University, Postal: P.O. Box 640, SE 40530 GÖTEBORG, Sweden
Pham Khanh Nam: 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.
Keywords: pro-environmental behavior; celebrity endorsement; information
37 pages, October 2020
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