Consumer WTP for Sustainability Attributes in Beer

Published: 24-02-2020| Version 2 | DOI: 10.17632/4z748jnnjs.2
Aaron Staples,
Carson Reeling,
Nicole Widmar,
Jayson Lusk


Estimation data from a targeted nationally representative sample eliciting consumer willingness to pay for sustainability attributes in beer. Different eco-labels are used to depict different aspects of sustainability including: water use, energy use, and landfill diversion. The survey was constructed in Qualtrics and distributed using Kanter. We collect information on demographic characteristics, beer buying/drinking behavior, and sustainability preferences, alongside a choice experiment. We find that consumers are willing to pay a price premium for sustainability attributes in beer (under all model specifications).