Countries around the world are enacting legislation, known as extended producer responsibility regulations, to make companies more accountable for the end-of-life phase of their products. While companies may fear that these take-back programs would lead to increased costs that drive away consumers, new research suggests differently. A series of studies and field experiments have shown that consumers value a product more highly when it’s part of a take-back program, show a greater willingness to pay, and don’t require any additional purchase incentives.
