Study investigates what drivers would pay for 'salmon-safe' tires
The average person might be willing to pay a 10% premium for vehicle tires labeled as "salmon safe," according to a new study led by Washington State University.
A new study led by Washington State University explores consumer willingness to pay for tires labeled as "salmon-safe." The research, published in Marine Resource Economics, found that the average person might be willing to pay a 10% premium for such tires. The premium translates to about $76 for a set of four tires. The study, conducted by WSU economists, surveyed nearly 700 individuals in California, Oregon, and Washington.
Surprisingly, 25% of respondents indicated they would pay a significantly higher premium of $225 for salmon-safe tires. The study's lead author, Joe Cook, emphasized that the tire doesn't currently exist, but the research aims to demonstrate the potential market for eco-labeled tires. The study does not predict reformulation costs or support regulatory benefit-cost analysis, as these would require different survey approaches.
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