Shifting Consumers to Green Consumptions: The Case of OTA Platform

Last registered on January 02, 2025

Pre-Trial

Trial Information

General Information

Title
Shifting Consumers to Green Consumptions: The Case of OTA Platform
RCT ID
AEARCTR-0015062
Initial registration date
December 19, 2024

Initial registration date is when the trial was registered.

It corresponds to when the registration was submitted to the Registry to be reviewed for publication.

First published
January 02, 2025, 9:49 AM EST

First published corresponds to when the trial was first made public on the Registry after being reviewed.

Locations

Region

Primary Investigator

Affiliation
Chinese University of Hong Kong, Shenzhen

Other Primary Investigator(s)

PI Affiliation
Trip.com

Additional Trial Information

Status
Completed
Start date
2024-07-01
End date
2024-09-30
Secondary IDs
Prior work
This trial does not extend or rely on any prior RCTs.
Abstract
The online travel agency (Trip.com) conducted a study from July to September 2024. It randomly divided its platform consumers into two groups, A and B. Group A served as the control group, with no changes to the platform interface. Group B was shown labels for low-carbon flights (the top 20% of flights with the lowest average carbon emissions per seat on each route). We examined the heterogeneity in selecting low-carbon flights among different demographic groups and regions and the underlying mechanisms driving these behaviors. Based on the mechanisms and effect magnitudes we have identified, we made some pricing and design recommendations for airlines and platforms to encourage the selection of low-carbon flights.
External Link(s)

Registration Citation

Citation
han, ruobing and Jianzhang Liang. 2025. "Shifting Consumers to Green Consumptions: The Case of OTA Platform ." AEA RCT Registry. January 02. https://doi.org/10.1257/rct.15062-1.0
Experimental Details

Interventions

Intervention(s)
The international travel platform (Trip.com) conducted a study from July to September 2024. It randomly divided its platform consumers into two groups, A and B. Group A served as the control group, with no changes made to the platform interface. Group B was shown labels for low-carbon flights (the top 20% of flights with the lowest average carbon emissions per seat on each route).
Intervention (Hidden)
Intervention Start Date
2024-07-01
Intervention End Date
2024-09-30

Primary Outcomes

Primary Outcomes (end points)
Likelihood of the treated group to purchase the low-carbon flight, compared with the control group.
Primary Outcomes (explanation)

Secondary Outcomes

Secondary Outcomes (end points)
The heterogeneity in the selection of low-carbon flights among different demographic groups and regions, as well as the underlying mechanisms driving these behaviors.
Secondary Outcomes (explanation)

Experimental Design

Experimental Design
The international travel platform (Trip.com) conducted a study from July to September 2024. It randomly divided its platform consumers into two groups, A and B. Group A served as the control group, with no changes to the platform interface. Group B was shown labels for low-carbon flights (the top 20% of flights with the lowest average carbon emissions per seat on each route).
Experimental Design Details
Randomization Method
randomization done by the algorithm
Randomization Unit
individual
Was the treatment clustered?
No

Experiment Characteristics

Sample size: planned number of clusters
20+ markets/areas
Sample size: planned number of observations
50,000 de-identified consumers
Sample size (or number of clusters) by treatment arms
50000 de-identified consumers roughly equally split into treatment and control
Minimum detectable effect size for main outcomes (accounting for sample design and clustering)
IRB

Institutional Review Boards (IRBs)

IRB Name
Institutional Review Board at CUHK (shenzhen)
IRB Approval Date
2024-11-28
IRB Approval Number
CUHKSZ-D-20240065

Post-Trial

Post Trial Information

Study Withdrawal

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Intervention

Is the intervention completed?
No
Data Collection Complete
Data Publication

Data Publication

Is public data available?
No

Program Files

Program Files
Reports, Papers & Other Materials

Relevant Paper(s)

Reports & Other Materials