<p>Commercial and regional
brewers are increasingly investing in sustainability equipment that reduces
input use, operating costs, and environmental impact. These technologies often
require significant upfront costs that can limit market access to
microbreweries. One potential solution for these brewers is to market their
product as sustainable and charge a premium for their product to offset some of
the costs. A stated preference choice experiment of a nationally-representative
sample is undertaken to elicit consumer willingness-to-pay (WTP) for
sustainability attributes in beer, thus determining whether a market for
sustainably-made beer exists. The facets of sustainability, including water
reduction, energy reduction, and landfill diversion, are portrayed through
eco-labels affixed the front of the primary packaging (aluminum can or glass
bottle). Multiple specifications are employed to handle model shortcomings and
incorporate discrete heterogeneity. Across all model specifications, <a>consumers
show a positive and statistically significant marginal WTP for landfill diversion
practices and carbon reduction practices, ranging from $0.40 to $1.37 per
six-pack and $0.67 to $1.21 per six-pack, respectively. </a>These results indicate consumers do in fact
place value on beer produced using sustainable practices, and the demographics
of consumers with the greatest WTP are similar to that of craft beer consumer.</p>
| Identifer | oai:union.ndltd.org:purdue.edu/oai:figshare.com:article/8866010 |
| Date | 16 August 2019 |
| Creators | Aaron J Staples (6949067) |
| Source Sets | Purdue University |
| Detected Language | English |
| Type | Text, Thesis |
| Rights | CC BY-NC-SA 4.0 |
| Relation | https://figshare.com/articles/Consumer_Willingness-to-Pay_for_Sustainability_Attributes_in_Beer_A_Choice_Experiment_Using_Eco-Labels/8866010 |
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