To what extent do people value sustainable-resourced materials? A choice experiment with cars and mobile phones across six countries. (10th February 2020)

• Record Type: Journal Article
• Authors: Potoglou, Dimitris; Whitmarsh, Lorraine; Whittle, Colin; Tsouros, Ioannis; Haggar, Paul; Persson, Tobias
• Is Part Of: Journal of cleaner production. Volume 246(2020)
• Publication Date: 2020-02-10
• Subjects: Material source -- Ethical production -- Sustainable sourced material -- Car choice -- Mobile choice -- Discrete choice experiment; Factory and trade waste -- Management -- Periodicals; Manufactures -- Environmental aspects -- Periodicals; Déchets industriels -- Gestion -- Périodiques; Usines -- Aspect de l'environnement -- Périodiques; 628.5
• DOI: 10.1016/j.jclepro.2019.118957
• Languages: English
• ISSNs: 0959-6526

Abstract

Abstract: The environmental impacts of material production, processing and consumption are profound and increasing. The aim of this study was to examine the extent at which consumers of diverse products – specifically, cars and mobile phones – valued the sustainability of materials resourced to make them. Using two choice experiments in Germany, India, Japan, Sweden, the UK and the US (total N = 6, 033), we found that economic and functional attributes dominated product choice. Respondents placed relatively little or no value on ethically- or sustainably- sourced materials whereas non-conventional (organic) materials were important only in some countries. The overall low average scores of self-reported knowledge (4.8 for cars and 4.7 for mobile phones; score range 1–10) and salience about the sustainability of vehicles and phones (5.7 for cars and 4.9 for mobile phones) were partially consistent with this relatively limited influence of the sustainable materials on product preferences. Findings showed considerable cross-national differences in consumer knowledge, preferences and willingness to pay. For example, respondents from all countries except the US placed a significantly positive value on cars made of ethically-sourced-organic materials with marginal willingness to pay values ranging from a minimum of €1, 951 in Germany up to a maximum of €4, 524 in the UK. In the case of mobile phones, respondents placed both positive and negative values against alternative materials relative to conventional materials, which was the reference case. Also, there was disparity between self-reported sustainability knowledge/concerns and experimental product choices. Policymakers should consider further economic and/or education measures to facilitate consumer demand for products made of sustainable-materials. Graphical abstract: Image 1 Highlights: Discrete choice experiments of cars and mobiles across six countries. Evidence on the value of materials when choosing a car or a mobile phone. Functional attributes (e.g. cost, refuelling infrastructure) drive choices, not materials. Disparity between self-reported sustainability knowledge/concerns and experimental product choices. Considerable cross-national differences in consumer knowledge, preferences and willingness to pay.