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Advertising and Environmental Stewardship: Evidence from the BP Oil Spill.

ABSTRACT: This paper explores whether private markets can incentivize environmental stewardship. We examine the consumer response to the 2010 BP oil spill and test how BP's investment in the 2000-2008 "Beyond Petroleum" green advertising campaign affected this response. We find evidence consistent with consumer punishment: BP station margins and volumes declined by 2.9 cents per gallon and 4.2 percent, respectively, in the month after the spill. However, pre-spill advertising significantly dampened the price response, and may have reduced brand switching by BP stations. These results indicate that firms may have incentives to engage in green advertising without investments in environmental stewardship.

SUBMITTER: Barrage L

PROVIDER: S-EPMC7785124 | biostudies-literature | 2020 Feb

REPOSITORIES: biostudies-literature

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Advertising and Environmental Stewardship: Evidence from the BP Oil Spill.

Barrage Lint L Chyn Eric E Hastings Justine J

American economic journal. Economic policy 20200201 1

This paper explores whether private markets can incentivize environmental stewardship. We examine the consumer response to the 2010 BP oil spill and test how BP's investment in the 2000-2008 "Beyond Petroleum" green advertising campaign affected this response. We find evidence consistent with consumer punishment: BP station margins and volumes declined by 2.9 cents per gallon and 4.2 percent, respectively, in the month after the spill. However, pre-spill advertising significantly dampened the pr ...[more]

PMID: 33408803

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