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Reflective Willingness to Pay: Preferences for Sustainable Consumption in a Consumer Welfare Analysis

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  • Inderst, Roman
  • Thomas, Stefan
Abstract
Our starting point is the following simple but potentially underappreciated observation: When assessing willingness to pay (WTP) for hedonic features of a product, the results of such measurement are influenced by the context in which the consumer makes her real or hypothetical choice or in which the questions to which she replies are set (such as in a contingent valuation analysis). This observation is of particular relevance when WTP regards sustainability, the "non-use value" of which does not derive from a direct (physical) sensation and where perceived benefits depend heavily on available information and deliberations. The recognition of such context sensitivity paves the way for a broader conception of consumer welfare (CW), and our proposed standard of "reflective WTP" may materially change the scope for private market initiatives with regards to sustainability, while keeping the analytical framework within the realm of the CW paradigm. In terms of practical implications, we argue, for instance, that actual purchasing decisions may prove insufficient to measure consumer appreciation of sustainability, as they may rather echo learnt but unreflected heuristics and may be subject to the specific shopping context, such as heavy price promotions. Also, while it may reflect current social norm, the latter may change considerably over time as more consumers adopt their behavior.

Suggested Citation

  • Inderst, Roman & Thomas, Stefan, 2021. "Reflective Willingness to Pay: Preferences for Sustainable Consumption in a Consumer Welfare Analysis," LawFin Working Paper Series 14, Goethe University, Center for Advanced Studies on the Foundations of Law and Finance (LawFin).
    • Handle: RePEc:zbw:lawfin:14
    DOI: 10.2139/ssrn.3755806
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    Cited by:

    1. Inderst, Roman & Thomas, Stefan, 2022. "Nachhaltigkeit und Wettbewerb: Zu einer Reform des Wettbewerbsrechts für die Erreichung von Nachhaltigkeitszielen," SAFE Policy Letters 94, Leibniz Institute for Financial Research SAFE.

    More about this item

    Keywords

    Antitrust; Consumer Welfare; Sustainability;
    All these keywords.

    JEL classification:

    • A13 - General Economics and Teaching - - General Economics - - - Relation of Economics to Social Values
    • K21 - Law and Economics - - Regulation and Business Law - - - Antitrust Law
    • K32 - Law and Economics - - Other Substantive Areas of Law - - - Energy, Environmental, Health, and Safety Law

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