How Do Eco-Labels for Everyday Products Made of Recycled Plastic Affect Consumer Behavior?

Eco-labels promote environmentally conscious behavior through logos and accompanying information. However, research on the optimal combinations of this information is limited. This study examines the impact of the Japanese Eco Mark logo and recycled plastic input information on consumers' willingness to pay (WTP) for mugs and pens. The survey results show that both elements positively influence WTP, though logos have a greater impact than recycled plastic information. The analysis of personal attributes revealed that females have a higher WTP than males, with no significant differences across age groups. Consistent with behavioral theories, WTP for mugs increased with environmental awareness towards the 3Rs (Reduce, Reuse, Recycle), while trends for pens were less distinct. This indicates that the effectiveness of eco-labels and recycling information varies by product, highlighting the need for further research to explore these differences. [ABSTRACT FROM AUTHOR]