Celebrity endorsement in promoting pro-environmental behavior

This study uses a large field experiment linked to actual behavior evaluate the effects of an information campaign with and without celebrity endorsement on use single-use plastics. We find that demand for single plastics, particularly plastic straws spoons, is very responsive when — only it coupled our endorsement. The effect sizeable. Subjects in treatment around 29% fewer spoons shop at end compared subjects control group. impact one-shot intervention goes beyond immediate measured right after intervention. It remains significant similar size one month Exploratory analysis suggests isolated affects attitudes, but not behavior, itself behavior.