Consumer Concern and Willingness to Pay for Plastic Alternatives in Food Service

Abstract

Plastic food service packaging represents a large source of plastic waste and marine debris. Currently, most food service business operators are resistant to changing to environmentally friendly alternatives due to perceived cost and loss of business due to passing these costs onto the consumer. To address these issues, we assessed the willingness of consumers to pay for plastic alternatives in both dine-in and takeout scenarios at restaurants in relation to levels of environmental concern, environmental identity, and demographics through a survey. Data were analyzed using a combination of descriptive statistics, regressions, and exploratory factor analyses. Of the 1371 survey responses, nearly 66% of respondents indicated they would be willing to pay 40 cents or more per person per meal at a restaurant for plastic alternatives and that this preference did not vary between dine-in and takeout scenarios. Additionally, education level and level of caring for the environment were the two most significant factors that increased willingness to pay for plastic alternatives.