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Consumer Preferences for Less Packaging: A Stated Preference Study

Author

Listed:
  • Keiko Yamaguchi

    () (Graduate School of Humanities and Social Sciences, Okayama University)

  • Kenji Takeuchi

    () (Graduate School of Economics, Kobe University)

Abstract

This study estimates the willingness-to-pay (WTP) for packaging with less material by using contingent valuation. We found that people who care about the environmental friendliness of a product, who have a positive perception of less packaging, and who live in a municipality implementing unit-based pricing of waste have a higher WTP. Use of economic instruments potentially affects the purchase of products with reduced packaging. However, when unit-based pricing is combined with plastic separation for recycling, it reduces the WTP. This suggests the possibility that the effect of economic instruments on source reduction of waste is weakened by the recycling policy.

Suggested Citation

  • Keiko Yamaguchi & Kenji Takeuchi, 2011. "Consumer Preferences for Less Packaging: A Stated Preference Study," Discussion Papers 1117, Graduate School of Economics, Kobe University.
  • Handle: RePEc:koe:wpaper:1117
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    File URL: http://www.econ.kobe-u.ac.jp/RePEc/koe/wpaper/2011/1117.pdf
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    References listed on IDEAS

    as
    1. Donald N. Dewees & Michael J. Hare, 1998. "Economic Analysis of Packaging Waste Reduction," Canadian Public Policy, University of Toronto Press, vol. 24(4), pages 453-470, December.
    2. Nyborg, Karine & Howarth, Richard B. & Brekke, Kjell Arne, 2006. "Green consumers and public policy: On socially contingent moral motivation," Resource and Energy Economics, Elsevier, vol. 28(4), pages 351-366, November.
    3. Wanki Moon & Wojciech J. Florkowski & Bernhard Brückner & Ilona Schonhof, 2002. "Willingness to Pay for Environmental Practices: Implications for Eco-Labeling," Land Economics, University of Wisconsin Press, vol. 78(1), pages 88-102.
    4. Wesley Nimon & John Beghin, 1999. "Are Eco-Labels Valuable? Evidence From the Apparel Industry," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 81(4), pages 801-811.
    5. Fredrik Carlsson & Jorge García & Åsa Löfgren, 2010. "Conformity and the Demand for Environmental Goods," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 47(3), pages 407-421, November.
    6. Bjorner, Thomas Bue & Hansen, L.G.Lars Garn & Russell, Clifford S., 2004. "Environmental labeling and consumers' choice--an empirical analysis of the effect of the Nordic Swan," Journal of Environmental Economics and Management, Elsevier, vol. 47(3), pages 411-434, May.
    7. Cameron, Trudy Ann & Huppert, Daniel D., 1989. "OLS versus ML estimation of non-market resource values with payment card interval data," Journal of Environmental Economics and Management, Elsevier, vol. 17(3), pages 230-246, November.
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    More about this item

    Keywords

    Less packaging; Contingent valuation; Unit-based pricing;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q51 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Valuation of Environmental Effects
    • Q53 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Air Pollution; Water Pollution; Noise; Hazardous Waste; Solid Waste; Recycling

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