Commercial and regional brewers are increasingly investing in sustainability equipment that reduces input use, operating costs, and environmental impact. These technologies often require significant upfront costs that can limit market access to microbreweries. One potential solution for these brewers is to market their product as sustainable and charge a premium for their product to offset some of the costs. A stated preference choice experiment of a nationally-representative sample is undertaken to elicit consumer willingness-to-pay (WTP) for sustainability attributes in beer, thus determining whether a market for sustainably-made beer exists. The facets of sustainability, including water reduction, energy reduction, and landfill diversion, are portrayed through eco-labels affixed the front of the primary packaging (aluminum can or glass bottle). Multiple specifications are employed to handle model shortcomings and incorporate discrete heterogeneity. Across all model specifications, consumers show a positive and statistically significant marginal WTP for landfill diversion practices and carbon reduction practices, ranging from $0.40 to $1.37 per six-pack and $0.67 to $1.21 per six-pack, respectively. These results indicate consumers do in fact place value on beer produced using sustainable practices, and the demographics of consumers with the greatest WTP are similar to that of craft beer consumer.

中文翻译：

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消费者愿意为啤酒的可持续性属性付费：使用生态标签的选择实验

商业和区域酿酒商越来越多地投资于可持续性设备，以减少投入使用、运营成本和环境影响。这些技术通常需要大量的前期成本，这可能会限制小型啤酒厂的市场准入。这些酿酒商的一个潜在解决方案是将他们的产品推销为可持续的，并对其产品收取溢价以抵消部分成本。对具有全国代表性的样本进行陈述的偏好选择实验，以激发消费者对啤酒可持续性属性的支付意愿 (WTP)，从而确定可持续性啤酒市场是否存在。可持续性的各个方面，包括节水、节能和垃圾填埋场转移，都通过贴在初级包装（铝罐或玻璃瓶）正面的生态标签来描述。采用多种规格来处理模型缺陷并结合离散异质性。在所有型号规格中，消费者对垃圾填埋场转移做法和碳减排做法均表现出积极且具有统计意义的边际支付意愿，范围分别为每六件装 0.40 美元至 1.37 美元和每六件装 0.67 美元至 1.21 美元。这些结果表明，消费者实际上很看重采用可持续做法生产的啤酒，而且支付意愿最高的消费者的人口统计数据与精酿啤酒消费者的人口统计数据相似。分别为每六件装 40 至 1.37 美元和每六件装 0.67 至 1.21 美元。这些结果表明，消费者实际上很看重采用可持续做法生产的啤酒，而且支付意愿最高的消费者的人口统计数据与精酿啤酒消费者的人口统计数据相似。分别为每六件装 40 至 1.37 美元和每六件装 0.67 至 1.21 美元。这些结果表明，消费者实际上很看重采用可持续做法生产的啤酒，而且支付意愿最高的消费者的人口统计数据与精酿啤酒消费者的人口统计数据相似。