Assessing European Consumers’ Willingness to Pay for Sustainable Laundry Detergents: A Choice Experiment Approach

The environmental impact of laundry detergents is a growing concern due to their chemical composition, production processes, disposal methods, and packaging waste. Understanding consumer preferences for sustainable detergents is essential to promoting environmentally responsible choices while ensuring product quality. This study explores European consumers’ willingness to pay for sustainable detergent using a Choice Experiment (CE) framework, integrating attributes such as packaging materials, surfactant composition, washing temperature, efficiency, and price. A survey of 304 respondents across Europe revealed a preference for sustainability-related features, particularly reduced plastic packaging and renewable surfactants, over attributes like washing temperature and efficiency. Generational, socioeconomic, and regional differences influenced willingness to pay (WTP), with Spanish consumers, Baby Boomers, and higher-income groups showing the highest WTP. Despite positive attitudes towards sustainability, the study highlighted an attitude–behavior gap, where stated preferences did not always align with purchasing behavior, suggesting that performance and cost remain key factors. The findings highlight the need to align technological advancements with consumer expectations, balancing sustainability, performance, and affordability to drive the adoption of eco-friendly detergents. These insights provide valuable guidance for researchers and industry in advancing efforts that enhance market acceptance of environmentally sustainable laundry products across Europe.