Journal
MARINE POLLUTION BULLETIN
Volume 153, Issue -, Pages -Publisher
PERGAMON-ELSEVIER SCIENCE LTD
DOI: 10.1016/j.marpolbul.2020.110927
Keywords
Microplastics; Experimental Internet panel survey; Consumer behaviour
Funding
- European Union's Horizon 2020 Research and Innovation Framework Programme [774499]
- 2014 FCT Investigator Programme [IF/01606/2014/CP1230/CT0001]
- H2020 Societal Challenges Programme [774499] Funding Source: H2020 Societal Challenges Programme
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In this study, we conducted an experimental panel survey in Norway, Germany and Portugal to explore consumers' willingness to pay more for products that are certified microplastic free. This is placed within the context of private certification schemes and private governance as mechanisms to increase consumer conscientiousness, establish a higher environmental standard in terms of microplastic and reduce marine pollution. We find that consumers in general are very conscious about the issue, would generally prefer products that are microplastics free, but would seldom choose these when there is a price premium on the label. This had a geographical offset though, with the results aligning with that of political trust in the nation, with Norwegians being less likely to purchase items with price premiums for private governance labels, and Portugal being most likely to - even with a price premium.
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