This paper investigates consumers’willingness to pay a price premium for two environmental attributes of a non-food agricultural product. We study individual preferences for roses associated with an eco-label and a carbon footprint, using an economic experiment combining discrete choice questions and real economic incentives involving real purchases of roses against cash. The data are analysed with a mixed logit model and reveal significant premiums for both environmental attributes of the product.

Upgradeable products are designed to allow sequential improvements during their lifetime. Little is known about consumers’ preferences for these eco-innovative products. We use a discrete choice experiment to assess the importance of several attributes of product upgrading on consumers’ choices. Four types of products are investigated: a washing machine, a wireless (upright) vacuum, a traditional vacuum and a laptop computer. Our experimental design varies several attributes of upgradeability (the type of improvement, the time between initial purchase and first upgrade and the upgrade practical procedure). All other characteristics of products are kept constant except the purchase price and the upgrade fee. Individual values are elicited on the basis of the random utility model (RUM) and an estimated mixed logit model permits to compute willingness to pay indicators. The results indicate that consumers value positively the possibility to improve products’ performance through upgrading, especially in terms of energy efficiency.

Understanding consumer preferences is a key element of new product development and sustainable consumption. Among sustainable products, we consider new products with upgradability properties. Upgradeability helps to prolong the lifespan of a product, satisfying changing consumer preferences and needs. This additional created value must be measured by willingness to pay premiums. This paper uses a method which valorizes each attribute of the product and analyzes the determinants of these premiums. A key advantage of the calibrated auction-conjoint method is the possibility of estimating numerous attributes with a large number of attribute levels. The results support the idea that consumers are willing to pay premiums for upgradeable, sustainable products, although these premiums are rather weak for some durable products in the study.