Date of Award:

8-2013

Document Type:

Thesis

Degree Name:

Master of Science (MS)

Department:

Applied Economics

Committee Chair(s)

Arthur Caplan

Committee

Arthur Caplan

Committee

Charles Sims

Committee

Ryan Bosworth

Abstract

This thesis proposes a method for quantifying hypocrisy's environmental costs. The question naturally arises, why attempt to measure people's hypocrisy? The answer is that the possible spillover effects associated with educating people about their quantified hypocritical choices in life likely far outweigh those that would be obtained through standard price incentives. Hopefully the business adage “that which gets measured gets managed”, holds true in this case. Through deeper introspection, we would be taking personal ownership of the externalities to which we contribute, perhaps with a longer-lasting effect on our consumptive behaviors.

The survey will be administered at four different coffee shops located in Logan, Utah. Two of the shops are located in the downtown area (Citrus and Sage and Café Ibis), the other two are located on Utah State University campus (Quad Side Café and the TSC building). Due to time and budget constraints the surveys were placed in high traffic, high visibility areas of the coffee shops, and customers voluntarily chose to participate. No incentives were offered to prospective participants. However, baristas at each location were given a simple script reminding them to ask their customers to participate. One of the key points in the script was a statement attesting to how participation “will help further scientific research at the university.” Utah State University is one of the largest institutions in Logan, and many residents have strong formal or informal ties to the school. Our hope was that these ties would encourage customers to participate in the survey. Second, the survey is intentionally short. It is estimated that the average participant was able to finish the survey in less than five minutes.

A study of the various ways in which hypocritical bias affects an individual’s entire life is obviously beyond the scope of any single study. Therefore, this thesis demonstrates how hypocritical bias can be measured with a single professed standard and actual behavior, namely environmental concern and use of non-reusable coffee/ tea cups (i.e., cardboard and plastic cups). A coffee or tea drinker who is very concerned for the environment should, if he eschews hypocritical bias, avoid the use of non-reusable cups when he purchases coffee/tea at a coffee shop. Alternatively stated, a coffee drinker who states he is very concerned for the environment but actually uses non-reusable cups regularly is acting hypocritically.

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