Consumers’ Acceptance and Willingness to Pay for Products with Eco-Friendly Materials in Circular Economy: A Case of Clothing Made with Microplastic Emission-Reducing Materials

doi:10.15266/KEREA.2022.31.1.001

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2022 Vol.31, Issue 1 Next Page

Research Paper

Consumers’ Acceptance and Willingness to Pay for Products with Eco-Friendly Materials in Circular Economy: A Case of Clothing Made with Microplastic Emission-Reducing Materials 순환경제 시대 소비자들의 친환경 소재 제품에 대한 수용성과 지불의사: 미세플라스틱 배출저감 소재의류를 사례로: 엄영숙*
Young Sook Eom*; *전북대학교 경제학부 교수, 교신저자(e-mail: yeom@jbnu.ac.kr)

*Professor, Department of Economics, Jeonbuk National University, Corresponding author(e-mail: yeom@jbnu.ac.kr)

31 March 2022. pp. 1-30

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Abstract

This study is to investigate consumers' acceptance and their willingness to pay for clothes made of materials with low microplastic emissions as an alternative to synthetic fibers made of plastics by applying the contingent valuation method. A nationwide web-based survey was conducted for 1,052 respondents proportional to region, age, and gender during February 2021. More than 75% of the sample expressed intentions to purchase microplastic emission-reducing clothing instead of synthetic fiber clothing, and more than 80% of them have stated their willingness to pay for additional prices. A variation of Heckman's sample selection model was adopted to estimate factors affecting respondents’ intentions to pay for additional prices, in which the probit model of intentions to purchase the clothing with alternative materials was used as a sample selection equation. While respondents were sensitive to the amounts of price increases suggested in the CV scenario, they expressed high acceptance and preferences for eco-friendly materials regardless of the microplastic emission-reducing levels. Consumers in the circular economy were willing to pay for the range of 41,000 to 51,000 won for a pair of clothing made with microplastic emission-reducing materials. In addition, as the microplastic emission-reducing rate has increased from 50% to 80%, the willingness to pay estimates were also significantly increased, ranging from 41,000~50,500 to 42,000~51,700 won.

Keywords

Microplastics

Acceptance and willingness to pay for microplastic emission-reducing clothing

Contingent valuation method

Circular economy

본 연구는 플라스틱 소재 합성섬유가 야기하는 미세플라스틱 배출을 저감하는 친환경적 소재 의류에 대한 소비자들의 수용성과 지불의사를 조건부가치측정법을 적용하여 측정하였다. 2021년 2월 초에 전국 16개 시·도 거주자들의 지역별, 연령 그리고 성별에 비례한 1,052명을 대상으로 웹기반-설문조사를 실시하였다. 표본의 75% 이상이 합성섬유 의류 대신에 미세플라스틱 배출저감 의류를 구매할 의도가 있었고, 이들 중 80% 이상이 추가로 가격을 지불할 의사가 있다고 응답하였다. 친환경 소재 의류 구매의도 여부를 추정하는 프로빗모형을 표본선택함수로 보고, 응답자들의 추가 지불의사 여부를 일종의 Heckman 표본선택모형의 변형인 이변량 프로빗모형으로 추정하였다. 응답자들에게 제시된 추가 가격에 대해서는 민감하게 반응하는 반면에, 미세플라스틱 배출 저감 수준에 상관없이 친환경적 소재의류에 대한 수용성과 진술선호가 높은 것으로 나타났다. 순환경제 시대의 소비자들의 미세플라스틱 배출저감 의류에 대한 지불의사는 의류 1벌 당 41,000원에서 51,000원의 범위로 측정되어, 합성섬유 제품에 비해 40－50% 비싸게 지불할 의사가 있는 것으로 나타났다. 또한 미세플라스틱 배출저감 정도가 50%에서 80%로 높아짐에 따라 지불의사 표본평균이 41,000원~50,500원에서 42,000원~51,700원의 범위로 통계적으로 유의하게 높아지는 것으로 나타났다.

키워드

미세플라스틱

미세플라스틱 배출저감 의류 수용성과 지불의사

조건부가치측정법

순환경제

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Information

Publisher :Environmental and Resource Economics Review
Publisher(Ko) :자원 · 환경경제연구
Journal Title :자원·환경경제연구
Journal Title(Ko) :Environmental and Resource Economics Review
Volume : 31
No :1
Pages :1-30
DOI :https://doi.org/10.15266/KEREA.2022.31.1.001

[1] 김도영‧김경환, “회피행동 분석을 이용한 서울시 수돗물 수질개선의 편익추정”, 「자원‧환경연구」, 제3권 제2호, 1994, pp. 337~358.

[2] 김문경‧조경덕, “담수 환경에서의 미세플라스틱 검출 및 위해성 평가에 관한 고찰”, 「보건학논집」, 제56권 제1호, 2019, pp. 10~24. 10.17262/KJPH.2019.06.56.1.10

[3] 김유경, “생분해성 섬유 바로알기”, Fashion Post, 2021.01, http://fpost.co.kr/board/bbs/board.php?bo_table=mainFsp&wr_id=310

[4] 박영자, “의류소재와 세탁조건에 따른 미세플라스틱 발생량”, 한양대학교 대학원 석사논문, 2021.

[5] 박정규 외, “미세플라스틱의 건강피해 저감 연구”, 환경정책평가연구원 보고서, 2019.

[6] 안재환 외, “미세플라스틱 유출 저감 및 제거기술 개발”, 한국건설기술연구원 보고서, 2019.

[7] 엄영숙‧김진옥‧안소은, “미세먼지 건강위험 감소에 대한 지불의사 측정: 마스크 착용 공기청정기 사용에 따른 회피비용을 중심으로”, 「자원‧환경경제연구」, 제28권 제3호, 2019, pp. 355~383.

[8] 유영선, 국내외 바이오플라스틱 종류, 인증라벌, 규제 및 시장동향, 환경동향보고, 한국환경산업기술원, 2019.

[9] 윤지원‧유신정, “지속가능한 의생활과 의류 미세플라스틱 의식 연구: 인조모피와 폴리스중심으로”, Journal of the Korean Society of Clothing and Textiles, 제45권 제2호, 2021, pp. 390~407.10.5850/JKSCT.2021.45.2.390

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[19] Abate, T. G., T. Borger, M. Aanesen, J. F. Andersson, K. J. Wyles, and N. Beaumont, “Valuation of Marine Plastic Pollution in the European Arctic: Applying an Integrated Choice and Latent Variable Model to Contingent Valuation,” Ecological Economics, Vol. 169, 2020.10.1016/j.ecolecon.2019.106521

[20] Anderson, A. G., J. Grose, S. Pahl, R. C. Thompson, and K. J. Wyles, “Microplastics in Personal Care Products: Exploring Perceptions of Environmentalists, Beauticians and Students,” Marine Pollution Bulletin, Vol. 113, pp. 454~460.10.1016/j.marpolbul.2016.10.048 27836135

[21] Bolye, K. J., Valuation in Practice, in A Primer on Nonmarket Valuation, eds. by Champ, P. A., K. J. Bolye, and T. C. Brown, Springer, 2016.

[22] Boucher, J., and D. Friot, Primary Microplastics in the Oceans: a Global Evaluation of Sources, IUCN, Gland, Switzerland, 2017.10.2305/IUCN.CH.2017.01.en

[23] Bresnahan, B. W., M. Dickie, and S. Gerking, “Averting Behavior and Urban Air Pollution,” Land Economics, Vol. 73, 1997, pp. 340~357. 10.2307/3147172

[24] Cameron, A., Colin and P. K. Trivedi, Microeconometrics: Methods and Applications, Cambridge University Press, 2005.10.1017/CBO9780511811241

[25] De Falco, F., E. Di Pace, M. Cocca, and M. Avella, “The Contribution of Washing Processes of Synthetic Clothes to Microplastic Pollution,” Scientific Report, Nature, Vol. 9, 2019. 10.1038/s41598-019-43023-x 31036862 PMC6488573

[26] De Smet, M., and M. Linder, A Circular Economy for Plastics: Insights from Research and Innovation to Inform Policy and Funding Decisions, Report from EU Commission, 2019.

[27] Dickie, M., Averting Behavior Methods, in A Primer on Nonmarket Valuation, eds. by P. A. Champ, K. J. Boyle, and T. C. Brown, Springer, 2017, pp. 293~346.10.1007/978-94-007-7104-8_8

[28] Eom, Y. S., “Health Risks in Food Products, Learning Opportunity and Values of Risk Information: An Application of Self-Protection Model,” Korean Economic Review, Vol. 13, 1997, pp. 193~213.

[29] Freeman, A. M., The Measurement of Environmental and Resource Values: Theory and Method, Resource for the Future (Washington D.C.), 2003.

[30] Gaylarde, C., J. A. Baptista-Neto, and E. M. Da Fonseca, “Plastic Microfibre Pollution: How Important is Clothes’ laundering?,” Heliyon, Vol. 7, 2021, e 07105, pp. 1~10.10.1016/j.heliyon.2021.e07105 34095591 PMC8167216

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