Journal of Consumer Behaviour

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Consumer preference for bio‐based batteries

Abstract Growing concern about the degradation of the environment and public health has called into question the use of conventional household batteries that are consumed and then typically discarded. Because most conventional batteries are not recycled, they end up in landfills where they decompose, potentially leaching harmful chemicals into the surrounding soil. Bio‐based batteries, which are made from agricultural by‐products, have been designed to help meet the need for household batteries while using sustainable, safe technology. This research examines the links between consumer willingness‐to‐pay (WTP) for bio‐based batteries and consumer characteristics and preferences for certain product attributes and environmentally‐friendly practices. We designed a nationwide survey and analyzed the survey data using the dichotomous‐choice contingent valuation method. The results show an increase in the estimated WTP in the Midwest and South in response to an information treatment about bio‐based batteries. Overall, U.S. consumers concerned about green production and recycling practices are willing to pay a premium for bio‐based batteries. Our results provide essential information for quantitatively assessing the potential market impact of bio‐based batteries, for developing effective management and marketing strategies to reach various consumer groups, and for efficiently establishing sustainable policies and regulations.

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