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When Nudges backfire : Evidence from a Randomized Field Experiment to Boost Biological Pest Control

Author

Listed:
  • Sylvain Chabé-Ferret

    (TSE-R - Toulouse School of Economics - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - EHESS - École des hautes études en sciences sociales - CNRS - Centre National de la Recherche Scientifique - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement, Institute for Advanced Studies - Institute for Advanced Studies)

  • Philippe Le Coent

    (UMR G-EAU - Gestion de l'Eau, Acteurs, Usages - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - BRGM - Bureau de Recherches Géologiques et Minières - IRD - Institut de Recherche pour le Développement - AgroParisTech - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - Institut Agro Montpellier - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement, BRGM - Bureau de Recherches Géologiques et Minières)

  • Caroline Lefebvre

    (Cave Coopérative Les Vignerons du Pays d'Ensérune)

  • Raphaële Préget

    (CEE-M - Centre d'Economie de l'Environnement - Montpellier - CNRS - Centre National de la Recherche Scientifique - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - Institut Agro Montpellier - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement - UM - Université de Montpellier)

  • François Salanié

    (TSE-R - Toulouse School of Economics - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - EHESS - École des hautes études en sciences sociales - CNRS - Centre National de la Recherche Scientifique - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement)

  • Julie Subervie

    (CEE-M - Centre d'Economie de l'Environnement - Montpellier - CNRS - Centre National de la Recherche Scientifique - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - Institut Agro Montpellier - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement - UM - Université de Montpellier)

  • Sophie S. Thoyer

    (CEE-M - Centre d'Economie de l'Environnement - Montpellier - CNRS - Centre National de la Recherche Scientifique - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - Institut Agro Montpellier - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement - UM - Université de Montpellier)

Abstract
Nudges are increasingly used to alter the behavior of economic agents as an alternative to monetary incentives. However, little is known as to whether nudges can backfire, that is, how and when they may generate effects opposite to those they intend to achieve. We provide the first field evidence of a nudge that is designed to encourage pro-environmental behavior, which instead backfires. We randomly allocate a social comparison nudge inviting winegrowers to adopt biological pest control as an alternative to chemical pesticide use. We find that our nudge decreases by half the adoption of biological pest control among the largest vineyards, where the bulk of adoption occurs. We show that this result can be rationalized in an economic model where winegrowers and winegrower-cooperative managers bargain over future rents generated by the adoption of biological pest control. This study highlights the importance of experimenting on a small scale with nudges aimed at encouraging adoption of virtuous behaviors in order to detect unexpected adverse effects, particularly in contexts where negotiations on the sharing of the costs of adoption are likely to occur.

Suggested Citation

  • Sylvain Chabé-Ferret & Philippe Le Coent & Caroline Lefebvre & Raphaële Préget & François Salanié & Julie Subervie & Sophie S. Thoyer, 2023. "When Nudges backfire : Evidence from a Randomized Field Experiment to Boost Biological Pest Control," Working Papers hal-03971193, HAL.
    • Handle: RePEc:hal:wpaper:hal-03971193
    Note: View the original document on HAL open archive server: https://hal.inrae.fr/hal-03971193v1
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    References listed on IDEAS

    as
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    6. Dietrich Earnhart & Paul J. Ferraro, 2021. "The Effect of Peer Comparisons on Polluters: A Randomized Field Experiment among Wastewater Dischargers," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 79(4), pages 627-652, August.
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    Cited by:

    1. SASAKI, Hiroki & HORIE, Shinya & HORIE, Tetsuya & TANAKA, Katsuya, 2024. "Assessing the Effects of Nudge and Boost for Methane Emission Reduction from Paddy Field- Cluster Randomized Controlled Trial in Japan," IAAE 2024 Conference, August 2-7, 2024, New Delhi, India 344318, International Association of Agricultural Economists (IAAE).

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    More about this item

    Keywords

    Nudges; Behavioral Economics; Pesticides; Government Policy.;
    All these keywords.

    JEL classification:

    • D90 - Microeconomics - - Micro-Based Behavioral Economics - - - General
    • Q25 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation - - - Water
    • Q58 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environmental Economics: Government Policy

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