An exploratory study of environmental attitudes and the willingness to pay for environmental certification in Mexico

Bryan W. Husted, Michael V. Russo, Carlos E. Basurto Meza and Suzanne G. Tilleman

Journal of Business Research, 2014, vol. 67, issue 5, 891-899

Abstract: This paper explores how environmental attitudes of consumers in Mexico influence their willingness to pay a premium (or, marginal WTP) for environmentally-certified products. In addition, we also challenge the theoretical assumption that the relationship between environmental attitudes and purchasing is linear. We test our hypotheses with an analysis of marginal WTP based on a survey of 301 Mexican consumers. Using conjoint analysis to determine marginal WTP, we find support for the idea that as attitudes become more pro-environmental, they more than proportionally boost marginal WTP. We conclude our paper by discussing implications for research and practice that focus on environmental segments of consumers.

Keywords: Environmental attitudes; Willingness to pay; Certification; Mexico (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (23)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:5:p:891-899

DOI: 10.1016/j.jbusres.2013.07.008

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