Department of Psychology, Stanford University, Stanford, CA, USA.
Management Science and Engineering, Stanford University, Stanford, CA, USA.
Neuroimage. 2022 Nov;263:119668. doi: 10.1016/j.neuroimage.2022.119668. Epub 2022 Oct 4.
While behavioral and policy interventions such as ecolabels (e.g., the Energy Star label) promote sustainable purchases, the reason for their influence remains unclear. We combined incentive-compatible purchasing experiments, neuroimaging assessments, and a national stated choice survey to examine how the Energy Star label might influence choices of light bulbs within individuals, across individuals (n = 36), and out-of-sample in a national survey (n = 1550). Presence of the Energy Star label increased activity in neural regions associated with positive affective responses that predicted purchasing (e.g., the Nucleus Accumbens or NAcc), particularly in more impulsive individuals. Group-averaged NAcc activity could also account for consumer demand for similar sustainable product combinations in a national survey. These findings suggest that ecolabels may leverage affective responses in individuals as well as markets to promote sustainable purchases, which might inform the promotion of sustainable products.
虽然行为和政策干预措施，如生态标签（如能源之星标签）可以促进可持续购买，但它们影响的原因仍不清楚。我们结合了激励相容的购买实验、神经影像学评估和全国性的陈述性选择调查，以研究能源之星标签如何影响个人、跨个人（n=36）和全国调查（n=1550）中灯泡的选择。能源之星标签的存在增加了与积极情感反应相关的神经区域的活动，这些反应预测了购买（例如，伏隔核或 NAcc），特别是在更冲动的个体中。群体平均的 NAcc 活动也可以解释全国性调查中对类似可持续产品组合的消费者需求。这些发现表明，生态标签可以利用个人和市场的情感反应来促进可持续购买，这可能为可持续产品的推广提供信息。
