Consumer Concern and Willingness to Pay for Plastic Alternatives in Food Service

Emily Fischbach, Eric Sparks, Kenneth Hudson, Shoon Lio and Elizabeth Englebretson
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Emily Fischbach: Coastal Research and Extension Center, Mississippi State University, Biloxi, MS 39532, USA
Eric Sparks: Coastal Research and Extension Center, Mississippi State University, Biloxi, MS 39532, USA
Kenneth Hudson: Department of Sociology, Anthropology, and Social Work, University of South Alabama, Mobile, AL 36688, USA
Shoon Lio: Department of Criminal Justice, Azusa Pacific University, Azusa, CA 91702, USA
Elizabeth Englebretson: Coastal Research and Extension Center, Mississippi State University, Biloxi, MS 39532, USA

Sustainability, 2022, vol. 14, issue 10, 1-23

Abstract: Plastic food service packaging represents a large source of plastic waste and marine debris. Currently, most food service business operators are resistant to changing to environmentally friendly alternatives due to perceived cost and loss of business due to passing these costs onto the consumer. To address these issues, we assessed the willingness of consumers to pay for plastic alternatives in both dine-in and takeout scenarios at restaurants in relation to levels of environmental concern, environmental identity, and demographics through a survey. Data were analyzed using a combination of descriptive statistics, regressions, and exploratory factor analyses. Of the 1371 survey responses, nearly 66% of respondents indicated they would be willing to pay 40 cents or more per person per meal at a restaurant for plastic alternatives and that this preference did not vary between dine-in and takeout scenarios. Additionally, education level and level of caring for the environment were the two most significant factors that increased willingness to pay for plastic alternatives.

Keywords: environmental identity; environmental concern; restaurant; marine debris; green preference (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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