In a field experiment we recently conducted in China, we proposed to different households to buy some new LED light bulbs, providing them some support information on the benefits of LED lights for air pollution.
We found that the level of air pollutants on that particular day mattered for the decision to buy or not new LED lamps. If on that day, the air was bad (pm2.5 index higher than annual average), then this piece of information had negative effect on people’s willingness to pay for LED light bulbs… while on the other hand, if on that day the air was good, then the same information had positive effect on people’s willingness to pay for LED light bulbs.
We are currently investigating the possible reasons for this particular behavior… but if you want to know more about this line of research, please do contact me!