Environmental Concerns and Willingness to Pay for Sustainable Attributes
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abstract
The relationship between consumers' environmental concerns (EC) and willingness to pay (WTP) for sustainable plant attributes was investigated using 2012 data from a representative panel of US and Canadian consumers. The study linked three orientations of the EC scale (egoistic, altruistic, and biospheric) to WTP premiums for plant attributes such as grown locally and using compostable, plantable, and recyclable containers. Results showed that while some individuals were willing to pay a premium for selected plant attributes that address ecoconcerns, underlying individual-level environmental concerns are heterogeneous, and not all eco-motivations produce similar WTP.