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

• Published in: Journal of business research Vol. 67; no. 5; pp. 891 - 899
• Main Authors: Husted, Bryan W., Russo, Michael V., Meza, Carlos E. Basurto, Tilleman, Suzanne G.
• Format: Journal Article
• Language: English
• Published: New York Elsevier Inc 01-05-2014; Elsevier Sequoia S.A
• Subjects: Attitudes; Certification; Conjoint analysis; Consumer attitudes; Economic theory; Environmental aspects; Environmental attitudes; Green products; Latin America; Mexico; Pollution control; Studies; Willingness to pay; Mexico; Mexico; Environmental attitudes; Willingness to pay; Certification
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/j.jbusres.2013.07.008

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.