{
  "id": 19344711,
  "title": "Study investigates what drivers would pay for 'salmon-safe' tires",
  "url": "https://urgent.news/2026/11/10/study-investigates-what-drivers-would-pay-for-salmon-safe-tires",
  "topic": "science",
  "section": "Science",
  "published": "2026-11-10T14:40:12.000Z",
  "source": {
    "name": "Phys.org",
    "slug": "phys-org",
    "url": "https://phys.org/news/2026-11-drivers-pay-salmon-safe.html"
  },
  "original_language": "en",
  "account": "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.",
  "summary": "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.",
  "key_points": [
    "Average consumer willing to pay 10% premium for salmon-safe tires",
    "$76 premium translates to set of four tires",
    "25% respondents would pay $225 premium for eco-labeled tires"
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}