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The Public Health Implications of Consumers' Environmental Concern and Their Willingness to Pay for an Eco-Friendly Product

Authors

  • MARLA B. ROYNE,

    1. Marla B. Royne (mstaffrd@memphis.edu) is Professor and Chair in the Department of Marketing & Supply Chain Management, Fogelman College of Business & Economics, Marian Levy (mlevy@memphis.edu) is Associate Professor and Director, Master of Public Health Program, and Jennifer Martinez (jmartine@memphis.edu) is a doctoral student in the Department of Marketing & Supply Chain Management, Fogelman College of Business & Economics, all at the University of Memphis.
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  • MARIAN LEVY,

    1. Marla B. Royne (mstaffrd@memphis.edu) is Professor and Chair in the Department of Marketing & Supply Chain Management, Fogelman College of Business & Economics, Marian Levy (mlevy@memphis.edu) is Associate Professor and Director, Master of Public Health Program, and Jennifer Martinez (jmartine@memphis.edu) is a doctoral student in the Department of Marketing & Supply Chain Management, Fogelman College of Business & Economics, all at the University of Memphis.
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  • JENNIFER MARTINEZ

    1. Marla B. Royne (mstaffrd@memphis.edu) is Professor and Chair in the Department of Marketing & Supply Chain Management, Fogelman College of Business & Economics, Marian Levy (mlevy@memphis.edu) is Associate Professor and Director, Master of Public Health Program, and Jennifer Martinez (jmartine@memphis.edu) is a doctoral student in the Department of Marketing & Supply Chain Management, Fogelman College of Business & Economics, all at the University of Memphis.
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Abstract

Environmental concern has been an important topic for more than 40 years and has recently become even more critical with today's concerns about creating a sustainable and healthy environment. This research examines factors affecting an individual's willingness to pay more for an environmentally friendly product. Our results show that willingness to pay more differs across demographic groups. We also find that individuals who rate concern for waste as highly important are willing to spend more money on an eco-friendly product. Consequently, our findings provide insight into the development of appropriate educational strategies for different consumer groups to encourage consumers to purchase eco-friendly products, with a goal of creating a healthier environment for current and future generations.

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