Measuring Consumer Sustainability Benefits

9 Pages Posted: 4 Sep 2021

See all articles by Roman Inderst

Roman Inderst

Goethe University Frankfurt

Stefan Thomas

University of Tuebingen - Faculty of Law

Multiple version iconThere are 2 versions of this paper

Date Written: September 1, 2021


While consumer sustainability benefits exhibit particular characteristics, e.g., as they are typically based on non-use value, they can be measured by standard instruments as applied in environmental cost-benefit analysis, such as conjoint analysis and contingent valuation. Their measurement may be particularly sensitive to provided context, which makes it necessary to be particularly careful when measuring consumers’ willingness-to-pay. This sensitivity, however, also allows to expand the scope for such benefits and enables an appropriate modelling of the counterfactual. While we advocate for a careful consideration of such more “reflective willingness-to-pay”, we are critical about a blank consideration of externalities and with it consumers’ willingness-to-pay for a change in the behaviour of other consumers.

Keywords: Antitrust, Consumer Welfare, Sustainability

JEL Classification: A13, K21, K32

Suggested Citation

Inderst, Roman and Thomas, Stefan, Measuring Consumer Sustainability Benefits (September 1, 2021). Available at SSRN: or

Roman Inderst

Goethe University Frankfurt ( email )

Theodor-W.-Adorno-Platz 3
Frankfurt am Main, Hessen 60629
+49 (69) 798-34601 (Phone)
+49 (69) 798-35000 (Fax)


Stefan Thomas (Contact Author)

University of Tuebingen - Faculty of Law ( email )

Geschwister Scholl Platz
Tuebingen, 72074
0049-7071-29-72556 (Phone)
0049-7071-29-2105 (Fax)


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