Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/218161 
Year of Publication: 
1996
Citation: 
[Journal:] South African Journal of Business Management [ISSN:] 2078-5976 [Volume:] 27 [Issue:] 4 [Publisher:] African Online Scientific Information Systems (AOSIS) [Place:] Cape Town [Year:] 1996 [Pages:] 89-95
Publisher: 
African Online Scientific Information Systems (AOSIS), Cape Town
Abstract: 
The relationship between marketing and the environment has recently received considerable attention. Much of the literature in this field deals with the premia that consumers are willing to pay for environmentally friendly products as well as the characteristics that describe these consumers. The methods used for estimating these premia are, however, methodolog1cally flawed. This article presents a model for calculating premia on the basis of part-worth utilities derived from conjoint analysis. The authors find that racial and educational differences exist in willingness to pay a premium. These differences persist even when variances in other variables (for example, income) are controlled.
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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