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80% of consumers willing to pay more for recycled paper,
study finds Jan. 4 A new study has found that 80 percent of consumers will pay more for books and magazines printed on recycled paper. "While price premiums donīt always exist, higher prices for recycled and [Forest Stewardship Council-certified] paper is the most common hurdle that prevents publishers from producing books more ethically," said Tyson Miller, executive director of the Green Press Initiative, a nonprofit organization that helps publishers improve their environmental impact. The group co-sponsored of the study. "Hopefully, the results of this survey will help publishers see that moving in the right direction doesnīt have to cost them more," Miller said. Forty-two percent of respondents said they were willing to pay $1 more per book, and 4 percent said they are willing to pay 75 cents more per book. Another 14 percent are willing to pay 50 cents more per book and 19 percent are willing to pay 25 cents more per book, the survey said. The survey, which drew 1,033 respondents, was co-sponsored by BookTech Magazine, a business magazine for publishing executives, and Co-Op America, a nonprofit organization that helps magazine publishers improve their environmental impacts.
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