Key points are not available for this paper at this time.
The overall objective of this article is to determine if the product matters in determining willingness to pay for pro-environmental products compared to non-pro-environmental products through experimental design. Ultimately, this research aims to use a posteriori or behavioral segmentation approach to cluster consumers using the price collected through a controlled auction experiment they would actually pay to purchase a pro-environmental product as opposed to a non-pro-environmental product, as well as profiling each segment according to (a) perceived product benefits; (b) values; (c) perceived consequences of purchase behavior; and (d) demographics based on self-reported survey data.
Barber et al. (Tue,) studied this question.