Consumers Will Spend More for Publications Using Recycled Paper
New study shows more than 80 percent of consumers are 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.
"We've found that magazine publishers don't always pay more to use post-consumer recycled paper. This survey demonstrates that in the cases where a price premium exists, consumers are willing to pay more to protect forests, ecosystems and human health," says Frank Locantore, director of the Magazine Paper Project at Co-op America, a co-sponsor of the survey.
The other co-sponsors are Book Business (formerly BookTech Magazine) and Green Press Initiative (GPI)—a nonprofit organization that helps book publishers improve their environmental impact.