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Nudging consumers about the issue of microplastics: an experimental auction study on valuation for sustainable food packaging
Summary
Researchers used an experimental auction to study whether informing consumers about microplastic pollution changes how much they are willing to pay for sustainable food packaging. They found that consumers offered significantly more for pasta products packaged in biodegradable materials with environmental footprint labels, especially after learning about microplastic risks. The study suggests that transparent labeling combined with consumer education could be an effective way to shift purchasing behavior toward more sustainable options.
Plastic, integral to food packaging since the 1950s, has become a global environmental concern due to its contribution to microplastic pollution. Microplastics harm ecosystems, impacting wildlife and human health. Amid increasing focus on sustainability, global initiatives target sustainable production and consumption, but consumers struggle to verify product claims, leading to potential greenwashing, particularly in the food industry. We conducted an experiment focusing on pasta products with varied packaging and labeling attributes. Findings suggest that consumers are willing to pay more for products with both biodegradable packaging and Product Environmental Footprint (PEF) labels, indicating heightened trust and perceived sustainability. Information about microplastics' adverse environmental effects influenced consumer valuation, particularly among females, higher-income individuals, and those with stronger environmental concerns.
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