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Consumer preferences and demand for packaging material and recyclability

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  • Klaiman, Kimberly
  • Ortega, David L.
  • Garnache, Cloé

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 obtained 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.

Suggested Citation

  • Klaiman, Kimberly & Ortega, David L. & Garnache, Cloé, 2016. "Consumer preferences and demand for packaging material and recyclability," Resources, Conservation & Recycling, Elsevier, vol. 115(C), pages 1-8.
    • Handle: RePEc:eee:recore:v:115:y:2016:i:c:p:1-8
    DOI: 10.1016/j.resconrec.2016.08.021
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    13. Milad Haghani & Michiel C. J. Bliemer & John M. Rose & Harmen Oppewal & Emily Lancsar, 2021. "Hypothetical bias in stated choice experiments: Part II. Macro-scale analysis of literature and effectiveness of bias mitigation methods," Papers 2102.02945, arXiv.org.
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    15. Raffaelli, R. & Menapace, L., 2018. "Indirect questioning as a debiasing mechanism in preference elicitation for sustainable food? First evidence from a Discrete Choice Experiment," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 277039, International Association of Agricultural Economists.
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    20. Danso, G. & Boaitey, A. & Otoo, M., 2018. "Assessing household preferences for wastewater fed fish: Lessons from a field experiment in Peru," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 277338, International Association of Agricultural Economists.
    21. Sisi Wu & Xuan Gong & Yunfei Wang & Jian Cao, 2022. "Consumer Cognition and Management Perspective on Express Packaging Pollution," IJERPH, MDPI, vol. 19(8), pages 1-23, April.
    22. Martinez-Carrasco Martínez, Laura & Brugarolas Mollá-Bauzá, Margarita & Gascón Mora,Andrea, 2020. "A consumer behaviour approach to analyse the sustainability of food purchasing," Economia Agraria y Recursos Naturales, Spanish Association of Agricultural Economists, vol. 20(02), December.
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    24. Shaorong Ji & Pang-Soong Lin, 2022. "Aesthetics of Sustainability: Research on the Design Strategies for Emotionally Durable Visual Communication Design," Sustainability, MDPI, vol. 14(8), pages 1-23, April.

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