Visual attention to sustainability messages and self-reported willingness to pay for sustainable takeout and delivery packaging in Honduras

Recent changes in the consumption habits of the population suggest consumers have increased the number of purchases of take-out and livery food. This trend comes with unintended negative externalities to the environment, as it has resulted in increased plastic pollution due to single-use plastic food containers. Unfortunately, sustainable and eco-friendly alternatives tend to be more expensive than conventional plastic one. The objectives of this study were to measure visual attention to sustainability messages, self-reported criteria for choosing restaurants, and self-reported willingness to pay for sustainable packaging alternatives. Our results suggest consumers do notice sustainability messages in restaurant menus, but do not make an effort to understand them, and about half of consumers do not understand the sustainable packaging alternatives. However, self-reported willingness to pay was positive and greater than zero, suggesting restaurants may transfer some of the cost of implementing sustainable take-out and delivery packaging to consumers.