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How much do consumers consider sustainability when purchasing a toothbrush? A discrete choice experiment.
Ciara Halton1, Brett Duane2, Amelia Conlon Batey2
1Dublin Dental University Hospital, Trinity College Dublin, Ireland. chalton@tcd.ie.
British Dental Journal
|August 26, 2022
Summary
Consumers highly value sustainable features in manual disposable toothbrushes, showing a significant willingness to pay for eco-friendly options like bamboo handles and recyclable packaging.
Area of Science:
- Environmental Science
- Consumer Behavior
- Healthcare Product Design
Background:
- Growing emphasis on sustainability in healthcare and consumer products.
- Limited understanding of consumer preferences and willingness to pay for sustainable oral hygiene products.
Purpose of the Study:
- To evaluate consumer preferences for sustainable attributes of manual disposable toothbrushes using a discrete choice experiment (DCE).
- To determine the willingness to pay (WTP) for attributes such as recyclable handles and packaging.
Main Methods:
- A discrete choice experiment (DCE) was designed and implemented following best practice guidelines.
- Participant preferences and willingness to pay (WTP) were analyzed using a conditional logistic regression model.
Main Results:
- Bamboo handles were the most preferred attribute (WTP = £4.85), followed by recyclable plastic handles (WTP = £3.37) and recyclable packaging (WTP = £2.32).
- Sustainable attributes significantly influenced consumer choices for manual disposable toothbrushes.
Conclusions:
- Consumer preferences are strongly aligned with sustainable attributes in manual disposable toothbrushes.
- The findings suggest a market opportunity for eco-friendly oral hygiene products, potentially driven by environmental awareness and corporate initiatives.
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