Consumer Preferences and Demand for Packaging Material and Recyclability

Kimberly Klaiman, David Ortega and Cloé Garnache

No 235549, 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts from Agricultural and Applied Economics Association

Abstract: An increase in the amount of packaging consumed in the U.S. has put pressure on companies to take responsibility for the entire life-cycle of their product. This study uses discrete choice experiments to assess consumer willingness to pay (WTP) for packaging materials and recyclability of a beverage product. A between subject design was used to analyze the effectiveness of indirect questioning in addressing issues of social desirability bias as well as the effects of information on consumer behavior. Consumer WTP for packaging material was highest for plastic packaging, followed by glass, carton and aluminum. Our empirical analysis reveals that indirect questioning results in WTP values for packaging recyclability that are 60% lower than those from direct questioning. We find that information from a video treatment had a significant and positive effect on consumer preferences and demand for packaging recyclability. Our results suggest that more scrutiny should be placed on studies that do not address social desirability bias when evaluating recycling behavior.

Keywords: Consumer/Household Economics; Environmental Economics and Policy; Marketing; Resource/Energy Economics and Policy (search for similar items in EconPapers)
Date: 2016
New Economics Papers: this item is included in nep-dcm
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (28)

Downloads: (external link)
https://ageconsearch.umn.edu/record/235549/files/C ... %20Recyclability.pdf (application/pdf)

Related works:
Journal Article: Consumer preferences and demand for packaging material and recyclability (2016)
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea16:235549

DOI: 10.22004/ag.econ.235549

Access Statistics for this paper

More papers in 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts from Agricultural and Applied Economics Association Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().