Investigating the influence of eco-scores on consumer behavior ::a field experiment on attention, learning, and sustainability

This study explores the subjects of effective communication, attention, learning, and sustainability within the context of consumer behavior towards ecological products. Employing field experiments across various types of restaurants, we investigate the efficacy of utilizing Eco-Scores as a persuasive tool to encourage increased consumption of ecological products. Our research explores various treatments, encompassing diverse forms of presenting Eco-Scores and their association with supplementary explanations. When possible, subjects are under observation over time to understand the learning effects of Eco-Scores, shedding light on how repeated exposure shapes consumer perceptions and choices. The inclusion of different restaurant settings allows for an assessment of the stability and generalizability of the results across diverse contexts. Through rigorous experimentation, we aim to decipher the mechanisms underlying how Eco-Scores influence consumer decision-making processes. By elucidating these dynamics, our study seeks to inform strategies for fostering sustainable consumption patterns in contemporary society.