Who pays more (or less) for pro-environmental consumer goods? Using the auction method to assess actual willingness-to-pay

The purpose of this study was to measure consumers' actual willingness-to-pay (WTP) for pro-environmental (PE) and non-PE products through a controlled experimental auction. Ninety-eight individuals from the Northeastern U.S. participated in an auction and were segmented into groups based on whether they would pay a) more, b) about the same, or c) less for a PE product compared to an equivalent non-PE product. Demographic and psychological group...