Filtering by
- Creators: Barrett, The Honors College
Amid the fast-growing market of plant-based alternatives to conventional meat, there still lies uncertainty about consumers’ preferences for these new products. Through an online survey using a Becker-DeGroot-Marschak mechanism, I test the effect that environmental information provision has on consumers’ immediate and long-term willingness- to-pay for the Whopper and Impossible Whopper from Burger King. Respondents were randomly assigned to either a control group or a treatment group, and both received information on taste in an attempt to isolate the effect of environmental information. Results show that certain groups respond to the information differently. Specifically, consumers who care about climate change are affected greatly by environmental in- formation suggesting these “climate advocates” are not fully informed despite the efforts of Impossible Foods. Vegetarians and highly educated individuals have relatively stronger preferences for the plant-based burger, in line with previous studies. Results also show a lasting effect of information on WTP, suggesting little need for repeated interventions.
Green Pages is a sustainability-focused magazine publication created by our team in response to the need for increased post-secondary awareness and interest in the ethical circular economy. The magazine, designed and written by Dale Helvoigt, Caroline Yu, and Anne Snyder is available digitally and free of charge so that students and non-students alike have access to information and resources regarding sustainability. Each article is thoroughly researched with references provided so our readers seek to continue their education into our content. The end goal of Green Pages is to foster interest in all individuals, especially young people, on the current environmental climate and the sustainable practices that can be adopted into one's lifestyle in pursuit of a "greener" future.