Consumers Will Spend More for Publications Using Recycled Paper
Consumers Will Spend More for Publications Printed on Recycled Paper
New study shows more than 80 percent of consumers willing to pay more for books and magazines printed on recycled paper.
The majority of consumers may be willing to absorb the extra costs some publishers have encountered in investigating a switch to printing on recycled paper. In a new study, 80 percent of consumers who had purchased a book or magazine in the past six months or who currently have a magazine subscription said they would be willing to pay more for a book or magazine printed on recycled paper.
But how much more? According to the survey, the following percentage of consumers said they are willing to pay:
- $1 more per book: 42%
- 75¢ more per book: 4%
- 50¢ more per book: 14%
- 25¢ more per book: 19%
And for magazines, consumers said they are willing to pay:
- 75¢ more per magazine: 23%
- 50¢ more per magazine: 24%
- 20¢ more per magazine: 17%
- 10¢ more per magazine: 16%
Fourteen percent said they would not be willing to pay an additional amount for a book printed on recycled paper, and 6 percent said they didn't know whether or not they would pay more. For magazines, 16 percent of consumers said they would be unwilling to pay more, and 5 percent were unsure.
"Higher prices for recycled and [Forest Stewardship Council-certified] paper is the most common hurdle that prevents publishers from producing books more ethically. Hopefully, the results of this survey will help publishers see that moving in the right direction doesn't have to cost them more," says Tyson Miller, executive director of the Green Press Initiative (GPI), a nonprofit organization that helps book publishers improve their environmental impact and a co-sponsor of the study with BookTech Magazine (a national business magazine for book publishing executives) and Co-Op America (a nonprofit organization that works toward an environmentally sustainable society).