How much do consumers consider sustainability when purchasing a toothbrush? A discrete choice experiment.

Introduction A recent resurgence of sustainability in healthcare has resulted in huge progress towards more 'eco-aware' products and their incorporation into everyday life, with home oral hygiene products being not far behind. However, it is unclear which components of sustainability consumers value or how much they are willing to pay for these.Aim To use a discrete choice experiment (DCE) to evaluate preferences for attributes such as recyclable handle materials and recyclable packaging of low-cost disposable manual toothbrushes, along with the willingness to pay (WTP) for said attributes.