Consumers’ perceptions and willingness to pay for a hypothetical microplastics-free labelled bottled water: an empirical study in Italy

The surge of global plastic production has led to the rise of microplastics that have contaminated primary terrestrial ecosystems and various food sources, including bottled water. This study explores consumers’ perceptions of microplastic contamination in bottled water and assesses their willingness to pay (WTP) for a hypothetical “microplastic-free” label. Data were collected from a sample of 344 Italian consumers using an online questionnaire and analysed with a single-bounded dichotomous choice method to determine respondents’ purchase intentions for a 1.5-litre water bottle with a hypothetical microplastic-free label. Surveyed participants were given the choice between a standard water bottle priced at €0.42 and a water bottle labelled microplastic-free priced randomly between €0.43 and €2.00. A probit model was used to analyse factors that influence the respondents’ WTP. The results of the study indicate that consumers prefer microplastic-free water, which is reflected in their WTP a premium price for such a product. A positive correlation was found between the WTP and the awareness of the microplastic issue, consumers’ pro-environmental attitudes and their concerns about potential negative health effects associated with microplastic ingestion. However, consumers remain price sensitive, and a higher price negatively impacts the WTP. This study contributes to the economic literature by describing implications for marketing strategies, manufacturing practices, and policy design.