To discourage shoppers from using disposable plastic bags in grocery stores, researchers introduced either :
With the $0.05 reward, usage decreased by 2%. Meanwhile, with the tax, there was a 42% decrease !
We are often more motivated by loss than by an equivalent gain.
See the full study here :
Homonoff, Tatiana A. 2018. “Can Small Incentives Have Large Effects? The Impact of Taxes versus Bonuses on Disposable Bag Use.” American Economic Journal: Economic Policy, 10 (4): 177-210.DOI: 10.1257/pol.20150261
Join our mailing list to be the first to know about our upcoming events and workshops
Copyright © 2023 BVA Nudge Consulting by Ipsos – All rights reserved
