Consumers' willingness to pay for recycled content in plastic kitchen garbage bags: a hedonic price approach

Consumers' willingness to pay for recycled content in their purchase of 13 gallon kitchen garbage bags is examined. Products made from recycled material are perceived to be less detrimental to the environment by some consumers than products made from virgin material only. It is possible that some consumers might be willing to pay more for goods made with recycled material in an attempt to improve environmental quality. Overall, environmental quality would improve slightly, but the improvements would not necessarily be perceived by the individual purchasing the product. Perhaps due to this public good aspect of others receiving the benefits of the individual's decision, it is found that consumers are not willing to pay more for kitchen garbage bags made from recycled plastic.