Measuring consumer demand for ‘Salmon Safe’ Tires
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Description: Tires are currently produced with an additive (6-PPD) that reacts with ozone to form 6PPD-quinone, which is highly lethal to coho salmon, rainbow trout and brook trout. Since reformulation of tires to avoid 6PPD-quinone will be costly, an important question for tire manufacturers and retailers is what consumers are willing to pay for tires made without the chemical. Because these do not exist, we use a stated preference approach to measure demand for a hypothetical “Salmon-Safe” tire. We also test whether subjects’ comprehension improves when they are shown the science as video rather than text, and whether subjects’ willingness to pay falls (and certainty increases) when forced to spend ~60s on the key choice task.