In this study, we investigate the consumer response toward fuel from second-generation, nature-inspired lignocellulose processing systems. We conduct consumer surveys with two different information treatments. We utilize a dichotomous-choice contingent valuation methodology to estimate willingness to pay for this product and analyze factors that affect consumer choice. The results suggest that the average respondent is willing to purchase second-generation bioethanol with a 4% discount compared to conventional fuel. Some demographic variables and driving behavior are found to have significant effects on consumer willingness to pay. The effect of information regarding the second-generation, nature-inspired lignocellulose process is found to be insignificant.


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