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アイテム
Online Green Persuasions and Offline Behaviour : Evidence from a Randomised Field Experiment on Rakuten’s E-commerce Platform in Japan
http://hdl.handle.net/10086/0002061845
http://hdl.handle.net/10086/0002061845ca77b066-f92d-4c3b-8d2a-745d1957ba8f
| 名前 / ファイル | ライセンス | アクション |
|---|---|---|
070econDP26-02.pdf (816.2 KB)
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| アイテムタイプ | デフォルトアイテムタイプ（フル）その２(1) | |||||||||||||||||||
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| 公開日 | 2026-04-06 | |||||||||||||||||||
| タイトル | ||||||||||||||||||||
| タイトル | Online Green Persuasions and Offline Behaviour : Evidence from a Randomised Field Experiment on Rakuten’s E-commerce Platform in Japan | |||||||||||||||||||
| 言語 | en | |||||||||||||||||||
| 作成者 |
ISHIKAWA, Takayuki
× ISHIKAWA, Takayuki
× YOKOO, Hide-Fumi
NRID
80583327
× KOBAYASHI, Yohei
× TAKAHASHI, Kei
× KANAI, Daiki
× JOZUKA, Tatsuro
× OHTAKE, Fumio
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| アクセス権 | ||||||||||||||||||||
| アクセス権 | open access | |||||||||||||||||||
| アクセス権URI | http://purl.org/coar/access_right/c_abf2 | |||||||||||||||||||
| 主題 | ||||||||||||||||||||
| 言語 | en | |||||||||||||||||||
| 主題Scheme | Other | |||||||||||||||||||
| 主題 | field experiment | |||||||||||||||||||
| 主題 | ||||||||||||||||||||
| 言語 | en | |||||||||||||||||||
| 主題Scheme | Other | |||||||||||||||||||
| 主題 | green persuasion | |||||||||||||||||||
| 主題 | ||||||||||||||||||||
| 言語 | en | |||||||||||||||||||
| 主題Scheme | Other | |||||||||||||||||||
| 主題 | nudge | |||||||||||||||||||
| 主題 | ||||||||||||||||||||
| 言語 | en | |||||||||||||||||||
| 主題Scheme | Other | |||||||||||||||||||
| 主題 | online intervention | |||||||||||||||||||
| 主題 | ||||||||||||||||||||
| 言語 | en | |||||||||||||||||||
| 主題Scheme | Other | |||||||||||||||||||
| 主題 | redelivery of package | |||||||||||||||||||
| 出版者 | ||||||||||||||||||||
| 出版者 | Graduate School of Economics, Hitotsubashi University | |||||||||||||||||||
| 日付 | ||||||||||||||||||||
| 日付 | 2026-04 | |||||||||||||||||||
| 日付タイプ | Issued | |||||||||||||||||||
| 言語 | ||||||||||||||||||||
| 言語 | eng | |||||||||||||||||||
| 資源タイプ | ||||||||||||||||||||
| 資源タイプ識別子 | http://purl.org/coar/resource_type/c_18gh | |||||||||||||||||||
| 資源タイプ | technical report | |||||||||||||||||||
| 出版タイプ | ||||||||||||||||||||
| 出版タイプ | VoR | |||||||||||||||||||
| 出版タイプResource | http://purl.org/coar/version/c_970fb48d4fbd8a85 | |||||||||||||||||||
| 関連情報 | ||||||||||||||||||||
| 関連タイプ | isPartOf | |||||||||||||||||||
| 関連名称 | Discussion papers ; No. 2026-02 | |||||||||||||||||||
| ページ数 | ||||||||||||||||||||
| ページ数 | 14 | |||||||||||||||||||
| 抄録（第三者提供不可） | ||||||||||||||||||||
| 値 | When the government sends messages to citizens via webpages, does it encourage them to change their behaviour offline? This study conducted a randomised field experiment on campaigns in an online marketplace in Japan. A total of four webpages were created with different messages and illustrations to encourage prosocial behaviour among customers shopping online. Customers who visited the marketplace were randomly assigned to one of five groups consisting of the four treatments and one control group. Based on approximately 35,000 customers, we observed the offline behaviour of how they received a parcel from a delivery driver. The results revealed that none of the webpages encouraged behavioural change with statistical significance. Our findings indicated that the simple nudging intervention showed limited effectiveness in improving first delivery success rates across the general population, while demonstrated greater impact when targeted at frequent e-commerce users. Social norm-based messaging and cartoonish approaches yielded smaller effects in our experimental setting. | |||||||||||||||||||
