Price reactions when consumers are concerned about pro-social reputation
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- Price reactions when consumers are concerned about pro-social reputation
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In this paper, we propose a reputation-signalling model of demand for consumer goods containing pro-social characteristics such as a ‘fair trade’ or ‘organic’ certification. We show that reputation signalling can reverse price reactions resembling the crowding-out of pre-existing motives for pro-social behavior seen in situations of volunteering and charitable giving. Finally, using a unique combination of questionnaire and purchase panel data, we present evidence of such reputation-driven reversal of price reactions in the Danish market for organic milk.
Original language | English |
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Place of Publication | Frederiksberg |
Publisher | Department of Food and Resource Economics, University of Copenhagen |
Number of pages | 58 |
Publication status | Published - 2014 |
Series | IFRO Working Paper |
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Number | 2014/09 |
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ID: 134754413