Consumer analysis and the role of information in sustainable choices: A natural experiment

Abstract

“I shop therefore I am” (R. Campbell), or putting it differently, we are what we buy, and the way we make our purchases influences the future choices of economic decision-makers. Therefore, our decisions are crucial in defining the future sustainability of the whole system. Despite the plethora of initiatives introduced to enhance consumers' consciousness, the gap between ideal and real consumption attitude still exists and is a non-negligible problem, since subjects' sustainability intention is not always followed by sustainable consumption. Therefore, by employing a natural field experiment, the present work explores consumers' real behavior toward sustainable switching. Specifically, this study examines how the impact of targeted communication leads to a market basket sustainable shift. Indeed, we observe how the consumer's basket composition varies from control (where no targeted communication is included) to treatment (where specific and detailed communication is introduced through ad-hoc on-site banner signals). Results show the positive impact of the communication; after the introduction of the communication, the share of sustainable products is higher compared with the non-sustainable set of products. As a further extension, we consider the role played by product aesthetics: even if the effect is marked for sustainable products preserving the characteristics of the conventional substitute, such effect vanishes when a subset of radically different products is considered.