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ABSTRACT
The overall objective of this article is to determine if the product matters in determining willingness to pay for pro-environmental products compared to non-pro-environmental products through experimental design. Ultimately, this research aims to use a posteriori or behavioral segmentation approach to cluster consumers using the price collected through a controlled auction experiment they would actually pay to purchase a pro-environmental product as opposed to a non-pro-environmental product, as well as profiling each segment according to (a) perceived product benefits; (b) values; (c) perceived consequences of purchase behavior; and (d) demographics based on self-reported survey data.