Encouraging pro-environmental behavior: Do testimonials by experts work?

Using non-pecuniary interventions to motivate pro-environmental behavior appeals to program administrators seeking cost-effective ways to increase adoption of environmental practices. However, all good-intended interventions should not be expected to be effective and reporting when interventions fail is as important as documenting their successes. We used a framed field experiment with 308 adults from the Mid-Atlantic in the United States to test the effectiveness of an expert testimonial in encouraging adoption of native plants in residential settings. Though studies have found testimonials to be effective in other contexts, we find that the video testimonial had no effect on residents' willingness to pay for native plants. Our analysis also shows that consumers who are younger, have higher incomes, and use other environmentally friendly practices on their lawns are more likely than other consumers to purchase native plants.

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Copyright: © 2023 Savchenko et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

Déclaration de conflit d'intérêts

The authors have declared that no competing interests exist.