UBC Undergraduate Research

The Birds and The Beans : Does National Identity Breed Coffee Purchasing Decisions Bird, Jackson; Cao, Andong; Du, Joy; Barddal Fantini, Beatriz; Zhou, Connor


Bird Friendly Coffee (BFC) protects birds and other biodiversity, including Canadian migratory birds. In this study, we hoped to implement a disclosure nudge in our coffee cup design to inform consumers about the benefits of BFC on birds. Specially, we asked if national identity could influence the effects of our disclosure nudge, on purchasing decisions of Bird Friendly Coffee. We hypothesized that people who identify more as Canadian would be more likely to purchase Bird Friendly Coffee when labelled adjacent to a Canadian national identity (i.e. with a Canadian flag). We created a between-subjects survey to test participants’ willingness to pay, likeliness to purchase, and how much they believed Bird Friendly Coffee helped birds when presented with disclosure nudges in any of the Canadian, control, or Peruvian conditions. Additionally, we used existing verified measures to determine participants’ National Identity. Insignificant results were reported in all of our MANOVA, ANOVA, ANCOVA, and correlation tests. Therefore, our finding was not able to support our hypothesis that stronger Canadian national identity would positively correlate with preferences for BFC when presented with a Canadian disclosure nudge. However, further research could be amended by increasing the sample size. Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report.”

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