Are Consumers Color Blind? An Empirical Investigation of a Traffic Light Advisory for Sustainable Seafood
研究可持续海产品交通灯标签对消费者购买行为的影响，通过零售点销售数据实证分析消费者是否对颜色编码做出反应。
*Title Page (With Author Details) Can Household Consumers Save the Wild Fish? Lessons from a Sustainable Seafood Advisory Eric Hallstein and Soa B. Villas-Boas ∗ October 21, 2012 Hallstein: The Nature Conservancy; Villas-Boas: Department of Agricultural and Resource Economics, University of California Berkeley. The authors would like to thank the editor and two anonymous referees for their comments and helpful suggestions. The authors would like to thank Sian Morgan, Tobias Aguirre, Nicole Douglas, Casson Trenor, Julio Harvey and Vicotria Galitzine, all from FishWise, for providing data and helping establish the collaboration with the Retailer; the Retailer for generously providing point of sales data; Kristin Kiesel, Leslie Martin, and Michael Anderson for their comments; and Maggie Crawford, Victoria Eng, Courtney Groden, Christen Love, and Prashant Shukla for assistance on background research. We are grateful for nancial support from a National Science Foundation Graduate Research Fellowship. The authors are solely responsible for any errors or omissions. E-mail: ehallstein@tnc.org and sberto@berkeley.edu.