Consumer Preference for Alternative Milk Packaging: The Case of an Inferred Environmental Attribute

Clinton L. Neill and Ryan B. Williams

Journal of Agricultural and Applied Economics, 2016, vol. 48, issue 1

Abstract: Ecolabeling allows firms to segment a market by informing consumers about unobservable attributes of a product. Previous studies evaluate consumer preferences for products explicitly labeled as possessing positive environmental attributes. This research evaluates consumers’ willingness to pay for a product that is perceived by the consumer as having environmentally friendly attributes. We explore glass packaging for fluid milk as a case study. Data were collected through a contingent valuation survey, and a bound-and-a-half logit model was employed. The estimated premium is 59.78 cents with a premium between $0.73 and $0.92 for consumers more likely to prefer the glass alternative.

Keywords: Environmental; Economics; and; Policy (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:ags:joaaec:349272

DOI: 10.22004/ag.econ.349272

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