An exploratory study of environmental attitudes and the willingness to pay for environmental certification in Mexico

Bryan W. Husted, Michael V. Russo, Carlos E.Basurto Meza, Suzanne G. Tilleman

Research output: Contribution to journalArticlepeer-review

73 Scopus citations

Abstract

This paper explores how environmental attitudes of consumers in Mexico influence their willingness to pay a premium (or, marginal WTP) for environmentally-certified products. In addition, we also challenge the theoretical assumption that the relationship between environmental attitudes and purchasing is linear. We test our hypotheses with an analysis of marginal WTP based on a survey of 301 Mexican consumers. Using conjoint analysis to determine marginal WTP, we find support for the idea that as attitudes become more pro-environmental, they more than proportionally boost marginal WTP. We conclude our paper by discussing implications for research and practice that focus on environmental segments of consumers.

Original languageEnglish
Pages (from-to)891-899
Number of pages9
JournalJournal of Business Research
Volume67
Issue number5
DOIs
StatePublished - May 2014

Keywords

  • Certification
  • Environmental attitudes
  • Mexico
  • Willingness to pay

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