Public Willingness to Pay for Sustainable Consumption: Case of Bioplastic Medical Masks

Bioplastics have the potential to mitigate plastic pollution and contribute to the achievement of the UN Sustainable Development Goals (UN-SDGs). However, the proportion of bioplastics in total plastic production is still comparatively low. Understanding consumers’ willingness to pay (WTP) and influencing factors is essential as consumers’ demands drive the need for production. A discrete choice experiment (DCE) was conducted to investigate consumers’ WTP and identify underlying drivers and barriers to sustainable purchase intention. Results showed that 89% of the time consumers chose the bioplastic medical masks while 11% of the time chose not to purchase. Biodegradability was the most valued attributes which reflected on the highest premium price for product that are biodegradable under six months. Consumers preferred first generation raw material rather than second and third generation raw material. Moreover, greater bioplastic percentage and free of pollutants information were preferred properties. By estimating the influence of covariates, results showed that education level, income, personal innovativeness, subjective norm, and influence of COVID-19 acted as drivers, whereas age and perceived policy effectiveness acted as barriers to sustainable consumption of bioplastic products. Based on the results, policy implications include highlighting sustainable attributes that consumers value, providing quality and reliability information, informing and educating targeted consumer groups, enhancing policy publicity, and adjusting policies based on feedback. These results can be used to develop market promotion strategies for bioplastic products and to increase bioplastic market shares and penetration.