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| Tekijä: | McManus, B. Bennet, R. |
| Otsikko: | The demand for products linked to public goods: Evidence from an online field experiment |
| Lehti: | Journal of Public Economics
2011 : JUN, VOL. 95:5-6, p. 403-415 |
| Asiasana: | non-profit organizations social responsibility corporate responsibility public goods electronic commerce demand products consumer behaviour |
| Vapaa asiasana: | CSR e-commerce |
| Kieli: | eng |
| Tiivistelmä: | In this study, a field experiment at a non-profit organization's online store is performed in order to explore how demand changes when consumers' purchases (herein as: prchs.) can generate revenue for a charitable cause. When prchs. can trigger a small donation (henceforth as: don/s.) by an outside anonymous group, consumers respond strongly and apparently without regard for the specific conditions triggering the don/s. Consumers respond in the same way when the outside don/s. require a personal don/s. generally declined by consumers. However, when the outside don/s. are relatively large, consumers seem to pay close attention to the trigger conditions, increasing their prchs. only where needed to generate the outside don/s. In general, increasing the salience of financial incentives weakens consumers' positive responses to the outside group's don/s. pledges. Furthermore, there is also presented evidence of the don/s. pledges having positive long-term effects on demand, possibly reducing price sensitivity. |
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