An exploratory study of environmental attitudes and the willingness to pay for environmental certification in Mexico |
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Authors: | Bryan W. Husted Michael V. Russo Carlos E. Basurto Meza Suzanne G. Tilleman |
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Affiliation: | 1. York University and Tecnológico de Monterrey, Schulich School of Business, 4700 Keele Street, Toronto, ON M3J1P3, Canada;2. Lundquist College of Business, University of Oregon, Eugene, OR 97403, USA;3. Universidad de Monterrey, Av. Morones Prieto, 4500 Pte., C.P. 66238 San Pedro Garza García, N.L., Mexico;4. University of Montana, Missoula, MT 59812, USA |
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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. |
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Keywords: | Environmental attitudes Willingness to pay Certification Mexico |
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