Perceptions about potential microplastic interventions: a study on knowledge, concerns, and willingness to pay

Among emerging contaminants, microplastics (MPs) are of particular concern due to their ubiquity across environments and the unique challenges posed by attempted removal. In-line washing machine filters are one potential tool for preemptively preventing a category of MPs from entering waterways. A sample of registered voters and environmental interest groups in Oregon were asked about their general knowledge and concerns surrounding microplastics, as well as their willingness to pay for high-efficiency washing machine filters. Findings show that less than a quarter of all respondents would be willing to pay full price for a high-efficiency filter, indicating a limited-scale early adopter program may be a more feasible implementation option. Up to 20% more people may support if part of the cost were to be covered by a government subsidy. Understanding consumer knowledge, characteristics, and willingness to pay (WTP) for filters across demographics can be particularly beneficial to researchers and policymakers looking to engage early adopters for this potential solution to the ongoing issue of MPs.