Preferences for locally grown products: evidence from a natural field experiment
通过自然田野实验，研究关于本地种植产品的信息（如品质和低碳排放）如何影响购买决策，发现女性对低碳信息反应最强，且社会影响有助推作用。
We use a natural field experiment to investigate the effect of information about locally grown products on purchase decisions. We consider information on two product characteristics: quality as a function of terroir and reduced carbon emissions resulting from shorter transportation distances. The greatest effect on purchase behaviour is seen in the response of females to information on reduced carbon emissions. Additionally, we explore whether social influence due to the presence of others affects purchase decisions. We find some evidence that social influence ‘nudges’ consumers toward locally grown products.