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Are Consumers Willing to Pay More for Biodegradable Containers Than for Plastic Ones? Evidence from Hypothetical Conjoint Analysis and Nonhypothetical Experimental Auctions

Published online by Cambridge University Press:  26 January 2015

Chengyan Yue ,
Charles R. Hall ,
Bridget K. Behe ,
Benjamin L. Campbell ,
Jennifer H. Dennis  and
Roberto G. Lopez
Chengyan Yue
Affiliation:
Departments of Applied Economics and Horticultural Science, University of Minnesota, St. Paul, MN
Charles R. Hall
Affiliation:
International Floriculture, Department of Horticultural Sciences, Texas A&M University, College Station, TX
Bridget K. Behe
Affiliation:
Department of Horticulture, Michigan State University, East Lansing, MI
Benjamin L. Campbell
Affiliation:
Vineland Research and Innovation Centre, Vineland Station, Canada
Jennifer H. Dennis
Affiliation:
Department of Horticulture and Landscape Architecture and Department of Agricultural Economics, Purdue University, West Lafayette, IN
Roberto G. Lopez
Affiliation:
Department of Horticulture and Landscape Architecture, Purdue University, West Lafayette, IN
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Abstract

This study used and compared hypothetical conjoint analysis and nonhypothetical experimental auctions to elicit floral customers' willingness to pay for biodegradable plant containers. The results of the study show that participants were willing to pay a price premium for biodegradable containers, but the premium is not the same for different types of containers. This article also shows the mixed ordered probit model generates more accurate results when analyzing the conjoint analysis Internet survey data than the ordered probit model.

Keywords

biodegradablewillingness to paymarketingcarbon footprintwaste compositiongreen industrynursery cropsfloriculture cropsD12Q13
Type
Research Article
Information
Journal of Agricultural and Applied Economics , Volume 42 , Issue 4 , November 2010 , pp. 757 - 772
Copyright
Copyright © Southern Agricultural Economics Association 2010

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