The success of behavioral economics is underscored by its emerging role in informing public policy. While applied behavioral economics has almost exclusively investigated pharmacological issues or the reinforcing efficacy of stimuli used in educational and clinical settings, we propose that this technology can be applied to the understanding and promotion of sustainable purchases in the American marketplace. Many communities have begun to adopt measures promoting such sustainable purchasing, but a conceptual understanding of proper pricing for these “green” products is lacking. An empirical foundation upon which to model prices can aid in generating revenue for distributors while simultaneously nudging sustainable decision-making on the part of the consumer. This report describes a study that successfully translates behavioral economic concepts to demand for sustainable products. A secondary contribution is the demonstration of relations between behavioral economic demand indices and scores on the New Ecological Paradigm Scale (i.e., construct validity), a renowned scale used by environmental psychologists and ecological economists.

中文翻译：

---

绿色消费的行为经济学方法：对可重复使用购物袋的需求

行为经济学在为公共政策提供信息方面的新兴作用突显了它的成功。虽然应用行为经济学几乎专门研究了药理学问题或教育和临床环境中使用的刺激的增强功效，但我们建议这项技术可以应用于理解和促进美国市场上的可持续采购。许多社区已开始采取措施促进此类可持续采购，但缺乏对这些“绿色”产品的适当定价的概念性理解。建立价格模型的经验基础有助于为分销商创造收入，同时推动消费者做出可持续的决策。本报告描述了一项成功地将行为经济学概念转化为对可持续产品的需求的研究。第二个贡献是证明了行为经济需求指数与新生态范式量表（即结构效度）得分之间的关​​系，该量表是环境心理学家和生态经济学家使用的著名量表。