Measuring Consumer Sustainability Benefits

R. Inderst, Stefan Thomas
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Abstract

While consumer sustainability benefits exhibit particular characteristics, e.g., as they are typically based on non-use value, they can be measured by standard instruments as applied in environmental cost-benefit analysis, such as conjoint analysis and contingent valuation. Their measurement may be particularly sensitive to provided context, which makes it necessary to be particularly careful when measuring consumers’ willingness-to-pay. This sensitivity, however, also allows to expand the scope for such benefits and enables an appropriate modelling of the counterfactual. While we advocate for a careful consideration of such more “reflective willingness-to-pay”, we are critical about a blank consideration of externalities and with it consumers’ willingness-to-pay for a change in the behaviour of other consumers.
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衡量消费者可持续发展效益
虽然消费者可持续性利益表现出特殊的特点,例如,由于它们通常以非使用价值为基础,它们可以用环境成本效益分析中应用的标准工具来衡量,例如联合分析和或有估价。他们的测量可能对所提供的环境特别敏感,这使得在测量消费者的支付意愿时必须特别小心。然而,这种敏感性也允许扩大这种利益的范围,并使对反事实的适当建模成为可能。虽然我们主张仔细考虑这种更“反思的支付意愿”,但我们对外部性的空白考虑以及消费者为其他消费者行为的改变而支付的意愿持批评态度。
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