How Can We Motivate Consumers to Purchase Certified Forest Coffee? Evidence From a Laboratory Randomized Experiment Using Eye-trackers

摘要: Abstract By conducting a laboratory experiment, we investigate how consumers' purchasing behavior for certified forest coffee is affected by interest in environmental issues, the provision of information, and product labels. We contribute to literature following three ways. First, conduct randomized controlled trial (RCT) control biases due endogeneity. Second, utilize eye-trackers examine different labels result visual attention. The combination an RCT eye-tracking techniques new on environmentally friendly products. Third, our experiment measures participants' that incurs actual costs rather than examining their willingness-to-pay (WTP) based hypothetical questions. find concerns regarding issues do not promote purchases coffee. Information about certification programs does have any effect unless information provided prior purchasers contrast, illustrations forests attract attention further stimulate coffee, suggesting 1-second increase increases likelihood 22 percentage points.