IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v67y2014i5p891-899.html
   My bibliography  Save this article

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

Author

Listed:
  • Husted, Bryan W.
  • Russo, Michael V.
  • Meza, Carlos E. Basurto
  • Tilleman, Suzanne G.

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.

Suggested Citation

  • Husted, Bryan W. & Russo, Michael V. & Meza, Carlos E. Basurto & Tilleman, Suzanne G., 2014. "An exploratory study of environmental attitudes and the willingness to pay for environmental certification in Mexico," Journal of Business Research, Elsevier, vol. 67(5), pages 891-899.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:5:p:891-899
    DOI: 10.1016/j.jbusres.2013.07.008
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296313002737
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2013.07.008?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Richard Carson & Nicholas Flores & Norman Meade, 2001. "Contingent Valuation: Controversies and Evidence," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 19(2), pages 173-210, June.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. Kilbourne, William E. & Beckmann, Suzanne C. & Thelen, Eva, 2002. "The role of the dominant social paradigm in environmental attitudes: a multinational examination," Journal of Business Research, Elsevier, vol. 55(3), pages 193-204, March.
    4. Gil, Jose Maria & Gracia, Azucena & Sanchez Garcia, Mercedes, 2000. "Market Segmentation And Willingness To Pay For Organic Products In Spain," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 3(2), pages 1-20.
    5. Bjorner, Thomas Bue & Hansen, L.G.Lars Garn & Russell, Clifford S., 2004. "Environmental labeling and consumers' choice--an empirical analysis of the effect of the Nordic Swan," Journal of Environmental Economics and Management, Elsevier, vol. 47(3), pages 411-434, May.
    6. Thomas Dietz & Linda Kalof & Paul C. Stern, 2002. "Gender, Values, and Environmentalism," Social Science Quarterly, Southwestern Social Science Association, vol. 83(1), pages 353-364, March.
    7. World Commission on Environment and Development,, 1987. "Our Common Future," OUP Catalogue, Oxford University Press, number 9780192820808.
    8. Jane Hsu & Charlene Shiue, 2008. "Consumers’ Willingness to Pay for Non-pirated Software," Journal of Business Ethics, Springer, vol. 81(4), pages 715-732, September.
    9. Roberts, James A. & Bacon, Donald R., 1997. "Exploring the Subtle Relationships between Environmental Concern and Ecologically Conscious Consumer Behavior," Journal of Business Research, Elsevier, vol. 40(1), pages 79-89, September.
    10. Ojeda, Monica Ilija & Mayer, Alex S. & Solomon, Barry D., 2008. "Economic valuation of environmental services sustained by water flows in the Yaqui River Delta," Ecological Economics, Elsevier, vol. 65(1), pages 155-166, March.
    11. Kotchen, Matthew J. & Reiling, Stephen D., 2000. "Environmental attitudes, motivations, and contingent valuation of nonuse values: a case study involving endangered species," Ecological Economics, Elsevier, vol. 32(1), pages 93-107, January.
    12. Webb, Deborah J. & Mohr, Lois A. & Harris, Katherine E., 2008. "A re-examination of socially responsible consumption and its measurement," Journal of Business Research, Elsevier, vol. 61(2), pages 91-98, February.
    13. Diamantopoulos, Adamantios & Schlegelmilch, Bodo B. & Sinkovics, Rudolf R. & Bohlen, Greg M., 2003. "Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation," Journal of Business Research, Elsevier, vol. 56(6), pages 465-480, June.
    14. Robert J. Johnston & Joshua M. Duke, 2009. "Willingness to Pay for Land Preservation across States and Jurisdictional Scale: Implications for Benefit Transfer," Land Economics, University of Wisconsin Press, vol. 85(2), pages 217-237.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Aparna Venugopal & Dhirendra Shukla, 2019. "Identifying consumers' engagement with renewable energy," Business Strategy and the Environment, Wiley Blackwell, vol. 28(1), pages 53-63, January.
    2. Souki, Gustavo Quiroga & Reis, Viviane Costa & Moura, Luiz Rodrigo Cunha, 2016. "The Behavior Of Bakery Consumers," Organizações Rurais e Agroindustriais/Rural and Agro-Industrial Organizations, Universidade Federal de Lavras, Departamento de Administracao e Economia, vol. 18(1), January.
    3. Zhongju Liao, 2018. "Market Orientation and FIRMS' Environmental Innovation: The Moderating Role of Environmental Attitude," Business Strategy and the Environment, Wiley Blackwell, vol. 27(1), pages 117-127, January.
    4. Jianfang Liang & Jingjun Li & Qinyuan Lei, 2022. "Exploring the Influence of Environmental Values on Green Consumption Behavior of Apparel: A Chain Multiple Mediation Model among Chinese Generation Z," Sustainability, MDPI, vol. 14(19), pages 1-26, October.
    5. Matthew B. Lunde, 2018. "Sustainability in marketing: a systematic review unifying 20 years of theoretical and substantive contributions (1997–2016)," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 85-110, December.
    6. Massimo Filippini & Adán L. Martínez-Cruz, 2016. "Impact of environmental and social attitudes, and family concerns on willingness to pay for improved air quality: a contingent valuation application in Mexico City," Latin American Economic Review, Springer;Centro de Investigaciòn y Docencia Económica (CIDE), vol. 25(1), pages 1-18, December.
    7. Leonard Maaya & Michel Meulders & Nick Surmont & Martina Vandebroek, 2018. "Effect of Environmental and Altruistic Attitudes on Willingness-to-Pay for Organic and Fair Trade Coffee in Flanders," Sustainability, MDPI, vol. 10(12), pages 1-21, November.
    8. Perez-Verdin, Gustavo & Sanjurjo-Rivera, Enrique & Galicia, Leopoldo & Hernandez-Diaz, Jose Ciro & Hernandez-Trejo, Victor & Marquez-Linares, Marco Antonio, 2016. "Economic valuation of ecosystem services in Mexico: Current status and trends," Ecosystem Services, Elsevier, vol. 21(PA), pages 6-19.
    9. Cavallo, Carla & Materia, Valentina C., 2018. "Insects or not Insects? Dilemmas or Attraction for Young Generations: A Case in Italy," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 9(3), June.
    10. Salonen, Ville & Munnukka, Juha & Karjaluoto, Heikki, 2020. "The role of fundamental motivations in willingness-to-pay online," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    11. Muise, Isaac & Adams, Michelle & Côté, Ray & Price, G.W., 2016. "Attitudes to the recovery and recycling of agricultural plastics waste: A case study of Nova Scotia, Canada," Resources, Conservation & Recycling, Elsevier, vol. 109(C), pages 137-145.
    12. Zachary Oliphant & Chae M. Jaynes & Richard K. Moule Jr., 2020. "Social Preferences and Environmental Behavior: A Comparison of Self-Reported and Observed Behaviors," Sustainability, MDPI, vol. 12(15), pages 1-16, July.
    13. Peng Li & Ming-Hsiang Chen & Ying Zou & Mark Beattie & Linsi He, 2018. "Factors Affecting Inn Operators’ Willingness to Pay Resource Protection Fees: A Case of Erhai Lake in China," Sustainability, MDPI, vol. 10(11), pages 1-23, November.
    14. van Gils, Suzanne & Horton, Kate E., 2019. "How can ethical brands respond to service failures? Understanding how moral identity motivates compensation preferences through self-consistency and social approval," Journal of Business Research, Elsevier, vol. 95(C), pages 455-463.
    15. Chindu Chandran & Prodyut Bhattacharya, 2024. "Tourist's level of awareness and attitude about destination ecotourism development: a case study of Munnar, Kerala, India," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(10), pages 26607-26622, October.
    16. Lars Petersen & Jacob Hörisch & Kathleen Jacobs, 2021. "Worse is worse and better doesn't matter?: The effects of favorable and unfavorable environmental information on consumers’ willingness to pay," Journal of Industrial Ecology, Yale University, vol. 25(5), pages 1338-1356, October.
    17. Tsigkou, Stavroula & Messer, Kent D. & Kecinski, Maik & Li, Tongzhe, 2021. "The impact of nontraditional irrigation water on consumers’ perception of food and non-food items: A field experiment in the United States," 2021 Annual Meeting, August 1-3, Austin, Texas 313940, Agricultural and Applied Economics Association.
    18. Beibei Yue & Guanghua Sheng & Shengxiang She & Jiaqi Xu, 2020. "Impact of Consumer Environmental Responsibility on Green Consumption Behavior in China: The Role of Environmental Concern and Price Sensitivity," Sustainability, MDPI, vol. 12(5), pages 1-16, March.
    19. Sunhee Choi & Sangno Lee, 2020. "Eco-Packaging and its Market Performance: UPC-level Sales, Brand Spillover Effects, and Curvilinearity," Sustainability, MDPI, vol. 12(21), pages 1-14, October.
    20. Ramkissoon, Haywantee & Mavondo, Felix T., 2015. "The satisfaction–place attachment relationship: Potential mediators and moderators," Journal of Business Research, Elsevier, vol. 68(12), pages 2593-2602.
    21. Gregori, M. & Nassivera, F., 2014. "Health and Green consciousness in consumer behavior: a case study on Eco-labelled food products," Politica Agricola Internazionale - International Agricultural Policy, Edizioni L'Informatore Agrario, vol. 2014(3).
    22. Brach, Simon & Walsh, Gianfranco & Shaw, Deirdre, 2018. "Sustainable consumption and third-party certification labels: Consumers’ perceptions and reactions," European Management Journal, Elsevier, vol. 36(2), pages 254-265.
    23. Hsu, Dan K. & Shinnar, Rachel S. & Anderson, Stella E., 2019. "‘I wish I had a regular job’: An exploratory study of entrepreneurial regret," Journal of Business Research, Elsevier, vol. 96(C), pages 217-227.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ali Razzaq & Nabeel Younus Ansari & Zohaib Razzaq & Hayat Muhammad Awan, 2018. "The Impact of Fashion Involvement and Pro-Environmental Attitude on Sustainable Clothing Consumption: The Moderating Role of Islamic Religiosity," SAGE Open, , vol. 8(2), pages 21582440187, June.
    2. Erifili Papista & Athanasios Krystallis, 2013. "Investigating the Types of Value and Cost of Green Brands: Proposition of a Conceptual Framework," Journal of Business Ethics, Springer, vol. 115(1), pages 75-92, June.
    3. Dienes, Christian, 2015. "Actions and intentions to pay for climate change mitigation: Environmental concern and the role of economic factors," Ecological Economics, Elsevier, vol. 109(C), pages 122-129.
    4. Li, Zhengtao & Hu, Bin, 2018. "Perceived health risk, environmental knowledge, and contingent valuation for improving air quality: New evidence from the Jinchuan mining area in China," Economics & Human Biology, Elsevier, vol. 31(C), pages 54-68.
    5. Johan Jansson, 2011. "Consumer eco‐innovation adoption: assessing attitudinal factors and perceived product characteristics," Business Strategy and the Environment, Wiley Blackwell, vol. 20(3), pages 192-210, March.
    6. Kalamas, Maria & Cleveland, Mark & Laroche, Michel, 2014. "Pro-environmental behaviors for thee but not for me: Green giants, green Gods, and external environmental locus of control," Journal of Business Research, Elsevier, vol. 67(2), pages 12-22.
    7. von Meyer-Höfer, Marie & von der Wense, Vera & Spiller, Achim, 2013. "Characterising convinced sustainable food consumers," GlobalFood Discussion Papers 161887, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.
    8. Stefania Tonin & Diego Benedetto, 2024. "Exploring Sustainability Concerns and Ecosystem Services: The Role of the New Ecological Paradigm Scale in Understanding Public Opinion," Sustainability, MDPI, vol. 16(5), pages 1-18, February.
    9. Shanmugavel, Nagarajan & Balakrishnan, Janarthanan, 2023. "Influence of pro-environmental behaviour towards behavioural intention of electric vehicles," Technological Forecasting and Social Change, Elsevier, vol. 187(C).
    10. Saari, Ulla A. & Damberg, Svenja & Frömbling, Lena & Ringle, Christian M., 2021. "Sustainable consumption behavior of Europeans: The influence of environmental knowledge and risk perception on environmental concern and behavioral intention," Ecological Economics, Elsevier, vol. 189(C).
    11. Peter Oberhofer & Elmar Fürst, 2013. "Sustainable Development in the Transport Sector: Influencing Environmental Behaviour and Performance," Business Strategy and the Environment, Wiley Blackwell, vol. 22(6), pages 374-389, September.
    12. Tsarenko, Yelena & Ferraro, Carla & Sands, Sean & McLeod, Colin, 2013. "Environmentally conscious consumption: The role of retailers and peers as external influences," Journal of Retailing and Consumer Services, Elsevier, vol. 20(3), pages 302-310.
    13. Wintschnig, Bea Alexandra, 2021. "The Attitude-Behavior Gap – Drivers and Barriers of Sustainable Consumption," Junior Management Science (JUMS), Junior Management Science e. V., vol. 6(2), pages 324-346.
    14. Matthew B. Lunde, 2018. "Sustainability in marketing: a systematic review unifying 20 years of theoretical and substantive contributions (1997–2016)," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 85-110, December.
    15. Maja Hosta & Vesna Zabkar, 2021. "Antecedents of Environmentally and Socially Responsible Sustainable Consumer Behavior," Journal of Business Ethics, Springer, vol. 171(2), pages 273-293, June.
    16. J. K. Eastman & P. Modi & S. Gordon-Wilson, 2020. "The Impact of Future Time Perspective and Personality on the Sustainable Behaviours of Seniors," Journal of Consumer Policy, Springer, vol. 43(2), pages 275-294, June.
    17. Steiner, B.E. & Peschel, A.O. & Grebitus, C., 2017. "Multi-Product Category Choices Labeled for Ecological Footprints: Exploring Psychographics and Evolved Psychological Biases for Characterizing Latent Consumer Classes," Ecological Economics, Elsevier, vol. 140(C), pages 251-264.
    18. Blankenberg, Ann-Kathrin & Alhusen, Harm, 2019. "On the determinants of pro-environmental behavior: A literature review and guide for the empirical economist," University of Göttingen Working Papers in Economics 350, University of Goettingen, Department of Economics, revised 2019.
    19. Halkos, George, 2012. "Assessing the economic value of protecting artificial lakes," MPRA Paper 39557, University Library of Munich, Germany.
    20. Yi-Man Teng & Kun-Shan Wu & Di-Man Huang, 2014. "The Influence of Green Restaurant Decision Formation Using the VAB Model: The Effect of Environmental Concerns upon Intent to Visit," Sustainability, MDPI, vol. 6(12), pages 1-20, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:67:y:2014:i:5:p:891-899. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.