By: |
Milan Scasny (Institute of Economic Studies, Faculty of Social Sciences, Charles University, Opletalova 26, 110 00, Prague, Czech Republic; Charles University Environment Centre, José Martího 407/2, 162 00, Prague, Czech Republic);
Iva Zverinova (Charles University Environment Centre, José Martího 407/2, 162 00, Prague, Czech Republic);
Vojtech Maca (Charles University Environment Centre, José Martího 407/2, 162 00, Prague, Czech Republic) |
Abstract: |
Consumers preferences for sustainable and healthier lifestyle are examined
through stated preference discrete choice experiments. Specifically, we
introduce several choice situations in which each respondent was asked to
choose the best from three lifestyles presented, including the respondent’s
current lifestyle. Each lifestyle alternative is described by a different
diet, health risks, and monetary costs. Diet is described by a number of
portions of five different food items eaten per week (fruits and vegetables,
meat, fish, legumes, and confectionery, ice-cream and sugar-sweetened drinks).
Using a split-sample treatment, lifestyles are then described by either
physical activities or environmental impacts (in kg of CO2 emissions). We also
examine the effect of self-affirmation and information about the environmental
impacts provided separately or in a combination. A non-linear preference is
tested for increasing versus decreasing cost of food expenditures. Preferences
are analysed using an original stated preference survey conducted in five EU
countries (the Czech Republic, Latvia, Portugal, Spain, and in the United
Kingdom) in summer 2018, with dataset consisting of 10,288 observations. We
find that importance of lifestyle attributes varies across the countries and
information treatments. The cost is significant in every country, indicating
that lower costs lead to a higher probability of choosing the alternative
lifestyle. Reducing health risks and environmental impact motivated
respondents to change their lifestyle, even though reducing 1 kg CO2 due to
food consumption a week is valued 3–6 times less than reducing
cardiovascular risk by one percent. Still, the implied WTP for a tone CO2
abatement is in a range of 300–1,200 Euro and VSC of cardiovascular disease
lies between 4,000 and 35,000 Euro, depending on country and DCE variant.
Increasing physical activity increases the likelihood of changing lifestyle
only in Latvia and Portugal. Most respondents prefer to keep eating meat and
eliminating meat or fish from food consumption is associated with large
dis-benefit. Respondents also prefer to increase portions of health-improving
vegetables and fruits, however, this is not the case of pulses. |
Keywords: |
Discrete choice experiment, willingness to pay, sustainable lifestyle, healthy diets, consumer preferences, physical activity, health risk, CO2 emissions |
JEL: |
D12 H31 Q51 R22 |
Date: |
2019–06 |
URL: |
http://d.repec.org/n?u=RePEc:fau:wpaper:wp2019_17&r=all |