Publication

Financial incentives for a more sustainable diet

Lozano Nasi, V., Zeiske, N. & Werff, van der, E., 2019.

Research output: Contribution to conferenceAbstractAcademic

Financial incentives (e.g. pricing strategies) can be a useful strategy in promoting pro-environmental behavioural change. However, empirical findings show how, once the incentive is removed, the behaviour tends to return to baseline. I will present a study where I tested the effect of a price discount on more sustainable alternatives to animal products on the purchase of such products. Besides, I investigated if justifying the discount with an environmental concern can strengthen consumers’ intrinsic motivation to adopt a more sustainable diet also in the long term.I conducted a longitudinal online experimental study based on a virtual supermarket with two time-point measures and three conditions: Discount, Environmental Discount and Control. I compared the effect of the different conditions on the number of sustainable products purchased and on intrinsic motivation to reduce consumption of animal products. The financial incentive with and without an environmental reason did not promote the purchase of sustainable food. Furthermore, intrinsic motivation did not differ between the conditions. However, additional analyses confirmed intrinsic motivation as the key predictor for the purchase of more sustainable products.Plausible explanations for the results as well as limitations in the experimental design will be discussed.
Original languageEnglish
Publication statusPublished - 2019
EventInternational Conference on Environmental Psychology: ICEP - University of Plymouth - Drake Circus, Plymouth, United Kingdom
Duration: 4-Sep-20196-Sep-2019
https://www.plymouth.ac.uk/schools/psychology/international-conference-on-environmental-psychology

Conference

ConferenceInternational Conference on Environmental Psychology
Abbreviated titleICEP
CountryUnited Kingdom
CityPlymouth
Period04/09/201906/09/2019
Internet address

Event

International Conference on Environmental Psychology: ICEP

04/09/201906/09/2019

Plymouth, United Kingdom

Event: Conference

ID: 117525075