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Assessing European Consumers’ Willingness to Pay for Sustainable Laundry Detergents: A Choice Experiment Approach

Author

Listed:
  • Maria Elena Saija

    (Consorzio Italbiotec, 20126 Milan, Italy)

  • Sara Daniotti

    (Consorzio Italbiotec, 20126 Milan, Italy)

Abstract

The environmental impact of laundry detergents is a growing concern due to their chemical composition, production processes, disposal methods, and packaging waste. Understanding consumer preferences for sustainable detergents is essential to promoting environmentally responsible choices while ensuring product quality. This study explores European consumers’ willingness to pay for sustainable detergent using a Choice Experiment (CE) framework, integrating attributes such as packaging materials, surfactant composition, washing temperature, efficiency, and price. A survey of 304 respondents across Europe revealed a preference for sustainability-related features, particularly reduced plastic packaging and renewable surfactants, over attributes like washing temperature and efficiency. Generational, socioeconomic, and regional differences influenced willingness to pay (WTP), with Spanish consumers, Baby Boomers, and higher-income groups showing the highest WTP. Despite positive attitudes towards sustainability, the study highlighted an attitude–behavior gap, where stated preferences did not always align with purchasing behavior, suggesting that performance and cost remain key factors. The findings highlight the need to align technological advancements with consumer expectations, balancing sustainability, performance, and affordability to drive the adoption of eco-friendly detergents. These insights provide valuable guidance for researchers and industry in advancing efforts that enhance market acceptance of environmentally sustainable laundry products across Europe.

Suggested Citation

  • Maria Elena Saija & Sara Daniotti, 2025. "Assessing European Consumers’ Willingness to Pay for Sustainable Laundry Detergents: A Choice Experiment Approach," Sustainability, MDPI, vol. 17(8), pages 1-24, April.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:8:p:3365-:d:1631464
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    References listed on IDEAS

    as
    1. Maria Elena Saija & Sara Daniotti & Diego Bosco & Ilaria Re, 2023. "A Choice Experiment Model for Sustainable Consumer Goods: A Systematic Literature Review and Workflow Design," Sustainability, MDPI, vol. 15(17), pages 1-22, September.
    2. Amitabha Ghose & Bibhas Chandra, 2020. "Models for Predicting Sustainable Durable Products Consumption Behaviour: A Review Article," Vision, , vol. 24(1), pages 81-89, March.
    3. Benedikt M. Brand & Theresa Maria Rausch & Jannika Brandel, 2022. "The Importance of Sustainability Aspects When Purchasing Online: Comparing Generation X and Generation Z," Sustainability, MDPI, vol. 14(9), pages 1-28, May.
    4. Rusitha Wijekoon & Mohamad Fazli Sabri, 2021. "Determinants That Influence Green Product Purchase Intention and Behavior: A Literature Review and Guiding Framework," Sustainability, MDPI, vol. 13(11), pages 1-40, May.
    5. Satinover Nichols, Bridget & Wehr Holt, Jennifer, 2023. "A comparison of sustainability attitudes and intentions across generations and gender: a perspective from U.S. consumers," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    6. Marina Kholod & Nikita Mokrenko & Alberto Celani & Valentina Puglisi, 2023. "Choice Modeling of Laundry Detergent Data for Sustainable Consumption," Sustainability, MDPI, vol. 15(24), pages 1-16, December.
    7. Anna Barriviera & Diego Bosco & Sara Daniotti & Carlo Massimo Pozzi & Maria Elena Saija & Ilaria Re, 2023. "Assessing Farmers’ Willingness to Pay for Adopting Sustainable Corn Traits: A Choice Experiment in Italy," Sustainability, MDPI, vol. 15(18), pages 1-13, September.
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