How Do Eco-Labels for Everyday Products Made of Recycled Plastic Affect Consumer Behavior?

Daisuke Tanaka (), Sébastien M. R. Dente and Seiji Hashimoto
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Daisuke Tanaka: Department of Environmental System Engineering, Ritsumeikan University, Kusatsu 525-8577, Japan
Sébastien M. R. Dente: Ritsumeikan Global Innovation Research Organization, Kusatsu 525-8577, Japan
Seiji Hashimoto: Department of Environmental System Engineering, Ritsumeikan University, Kusatsu 525-8577, Japan

Sustainability, 2024, vol. 16, issue 12, 1-21

Abstract: Eco-labels promote environmentally conscious behavior through logos and accompanying information. However, research on the optimal combinations of this information is limited. This study examines the impact of the Japanese Eco Mark logo and recycled plastic input information on consumers’ willingness to pay (WTP) for mugs and pens. The survey results show that both elements positively influence WTP, though logos have a greater impact than recycled plastic information. The analysis of personal attributes revealed that females have a higher WTP than males, with no significant differences across age groups. Consistent with behavioral theories, WTP for mugs increased with environmental awareness towards the 3Rs (Reduce, Reuse, Recycle), while trends for pens were less distinct. This indicates that the effectiveness of eco-labels and recycling information varies by product, highlighting the need for further research to explore these differences.

Keywords: recycled plastic; everyday item; eco-label; conjoint analysis; random parameter logit model; willingness to pay (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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