Abstract：
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.
摘要：
而行为和政策干预措施，如生态标签(例如，能源之星标签)促进可持续采购，其影响的原因尚不清楚。我们结合了激励兼容的购买实验，神经影像学评估，以及一项全国性的选择调查，以研究能源之星标签如何影响个人对灯泡的选择，跨个体(n=36)，在全国调查中样本外(n=1,550)。能源之星标签的存在增加了与预测购买的积极情感反应相关的神经区域的活动(例如，积累核或NAcc)，特别是在更冲动的人身上。在全国调查中，群体平均NAcc活动也可以解释消费者对类似可持续产品组合的需求。这些发现表明，生态标签可能会利用个人和市场的情感反应来促进可持续购买，这可能会促进可持续产品的推广。
