Consumers' Willingness to Pay for Sustainable Mobile Phones: An Adaptive Choice‐Based Conjoint and Market Simulation Approach Testing a Multi‐Level Eco‐Score

IF 13.3 1区管理学 Q1 BUSINESS

Business Strategy and The Environment Pub Date : 2025-10-02 DOI:10.1002/bse.70241

Jens Bergener, Kathleen Jacobs, Marek Veneny, Maike Gossen

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引用次数: 0

Abstract

This study investigates the impact of a multi‐level eco‐score on willingness to pay for sustainable mobile phones. Using adaptive choice‐based conjoint analysis and market simulation, the study evaluates the effectiveness of a traffic light‐colored multi‐level eco‐score in a realistic market scenario. Results reveal that higher eco‐score levels significantly enhance consumer preferences and willingness to pay for sustainable mobile phones, with top‐tier eco‐scores (“A” and “B”) being notably preferred. The study highlights that improvements in eco‐score levels lead to a stronger increase in consumer preference shares compared to other product attributes. Additionally, consumers exhibit a progressively higher willingness to pay for mobile phones with superior eco‐score levels, indicating potential financial benefits for manufacturers investing in higher environmental performance. This study makes an important contribution by addressing the under‐researched area of multi‐level eco‐labelling in consumer electronics and demonstrating the practical relevance of multi‐level labels in influencing market dynamics and driving sustainable consumer behavior.

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消费者购买可持续手机的意愿：基于自适应选择的联合和市场模拟方法测试多层次生态评分

本研究调查了多层次生态评分对可持续手机支付意愿的影响。采用基于自适应选择的联合分析和市场模拟，本研究评估了红绿灯多层次生态评分在现实市场情景中的有效性。结果显示，较高的生态得分水平显著提高了消费者对可持续手机的偏好和支付意愿，其中顶级生态得分（“A”和“B”）明显受到青睐。该研究强调，与其他产品属性相比，生态评分水平的提高会导致消费者偏好份额的更大增长。此外，消费者越来越愿意购买生态评分水平更高的手机，这表明投资于更高环保性能的制造商可能会获得潜在的经济效益。本研究通过解决消费电子产品中多层次生态标签研究不足的领域，并展示了多层次标签在影响市场动态和推动可持续消费者行为方面的实际相关性，做出了重要贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Business Strategy and The Environment Multiple-

CiteScore

22.50

自引率

19.40%

发文量

336

期刊介绍： Business Strategy and the Environment (BSE) is a leading academic journal focused on business strategies for improving the natural environment. It publishes peer-reviewed research on various topics such as systems and standards, environmental performance, disclosure, eco-innovation, corporate environmental management tools, organizations and management, supply chains, circular economy, governance, green finance, industry sectors, and responses to climate change and other contemporary environmental issues. The journal aims to provide original contributions that enhance the understanding of sustainability in business. Its target audience includes academics, practitioners, business managers, and consultants. However, BSE does not accept papers on corporate social responsibility (CSR), as this topic is covered by its sibling journal Corporate Social Responsibility and Environmental Management. The journal is indexed in several databases and collections such as ABI/INFORM Collection, Agricultural & Environmental Science Database, BIOBASE, Emerald Management Reviews, GeoArchive, Environment Index, GEOBASE, INSPEC, Technology Collection, and Web of Science.