Impact of eco-mark and resource recycling information for plastic products on consumer behavior

Abstract

Mechanical recycling is desired as a measure to reduce the environmental impact of plastic products. However, it has been pointed out that the use of recycled materials lacks economic rationality compared to virgin materials, especially when recycled materials are more expensive. Cost acceptance by companies and consumers is crucial.

In this study, we analyzed the influence of the Eco Mark and accompanying resource recycling information on consumer behavior for recycled plastic products and daily commodities. Specifically, we conducted a conjoint analysis to calculate and examine the Marginal Willingness to Pay (MWTP) for samples categorized by questionnaire.

As a result, the display of the Eco Mark had a significant impact on MWTP, and the presence and increase of the recycled plastic input rate also had a positive effect, although at a lower level. In addition to individual attributes (such as gender), differences in the impact of product characteristics were also observed. Even within the daily commodities, the effectiveness of the Eco Mark and resource recycling information may vary depending on the product category.