Research on consumer behavior has found that individuals often make different purchasing choices when they have a personal budget in mind. We are conducting survey-based experiments to explore whether such an effect occurs in the context of eco-labeled products. Specifically, we are investigating whether consumer are more likely to purchase organic products if they are encouraged to consider the purchase as counting as part of their philanthropic or health-related budgets. Preliminary results suggest that such a mental budgeting effect does arise for certain products — we will be sharing the full results of this research soon.
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