Price reactions when consumers are concerned about pro-social reputation
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Price reactions when consumers are concerned about pro-social reputation. / Kahsay, Goytom Abraha; Andersen, Laura Mørch; Hansen, Lars Gårn.
Frederiksberg : Department of Food and Resource Economics, University of Copenhagen, 2014.Research output: Working paper › Research
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TY - UNPB
T1 - Price reactions when consumers are concerned about pro-social reputation
AU - Kahsay, Goytom Abraha
AU - Andersen, Laura Mørch
AU - Hansen, Lars Gårn
PY - 2014
Y1 - 2014
N2 - 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.
AB - 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.
M3 - Working paper
T3 - IFRO Working Paper
BT - Price reactions when consumers are concerned about pro-social reputation
PB - Department of Food and Resource Economics, University of Copenhagen
CY - Frederiksberg
ER -
ID: 134754413