This study focuses on the application of a stated preference elicitation method to assessconsumer preferences for packaging recyclability. In collaboration with top executives from foodcompanies, a survey was developed in order to obtain current recycling habits from an onlinesample of 2,000 respondents, who self identified as the primary household decision-maker andgrocery shopper. Two choice experiments were used to determine consumer willingness to pay(WTP) for packaging recyclability and barriers to recycling. This study contributes to theliterature on individual packaging and its components that increase or hinder recycling. Theeffectiveness of indirect questioning and information treatments on influencing consumerbehavior was also analyzed using a between subject design. Our results show an average positivewillingness to pay for packaging recyclability, with a fraction of respondents having an estimatednegative willingness to pay. Willingness to accept to clean in order to recycle has significant andpositive for all treatment groups. The analysis of the information treatments showed thatconsumers were responsive to the video treatment by increasing their WTP for packagingrecyclability, but not responsive to the infographic treatment. Evidence of social desirability biaswas found in this analysis, suggesting more scrutiny should be placed on estimates that do notaddress social desirability bias.
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