文章基本信息

标题：“Look at Me, I’m Buying Organic”: The Effects of Social Pressure on Organic Food Purchases
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作者：Seon-Woong Kim ; Jayson L. Lusk ; B. Wade Brorsen 等
期刊名称：Journal of Agricultural and Resource Economics
印刷版ISSN：1068-5502
出版年度：2018
卷号：43
期号：3
页码：364-387
出版社：WAEA
摘要：We investigate whether consumers purchase organic foods to demonstrate social status toothers. Subjects were asked to choose among organic and nonorganic milk and apples in acontrol group and treatments in which: i) an image of another person’s eyes was displayed, ii)responses appeared to not be anonymous, or iii) a vignette placed the choice in the presenceof an acquaintance. The vignette treatment increased the willingness-to-pay (WTP) premium fororganic by about 90%. The other treatments did not have significant overall effects. When exposedto another person’s eyes, more educated respondents increased their WTP for organic.
关键词：conspicuous consumption; consumer; social desirability; social status; vignette