Consumers' Willingness to Pay for Bioplastic Plant Containers: An Experimental Auction Approach
This study elicites consumers' willingness to pay for an environmentally sustainable good
that might not typically be purchased on its own. We isolate the value of these perfectly-
complementary, auxiliary goods by endowing consumers with the complete good and giving
them the opportunity to pay to upgrade the auxiliary component of the good. We employ a
Becker-Degroot-Marschack auction design in a market setting to determine consumers'
actual willingness to pay for the auxiliary good. We find consumers are willing to pay a $0.67 …
that might not typically be purchased on its own. We isolate the value of these perfectly-
complementary, auxiliary goods by endowing consumers with the complete good and giving
them the opportunity to pay to upgrade the auxiliary component of the good. We employ a
Becker-Degroot-Marschack auction design in a market setting to determine consumers'
actual willingness to pay for the auxiliary good. We find consumers are willing to pay a $0.67 …
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