Who are really purchasing environmentally friendly detergents?

This paper investigates the purchasing behaviour of environmentally friendly detergents in Belgium on the basis of a binomial logit model. The results of this analysis shed some light on the extent to which household characteristics influence demand for environmentally friendly detergents. The estimated determinants of revealed preferences are compared with the results from previous stated preference research. Although the positive influence of population density on the chance of purchasing environmentally friendly products could not be confirmed, the estimation results corroborate the importance of household size, age and socio‐economic class (yuppie factor).