Choice Modeling of Laundry Detergent Data for Sustainable Consumption

Response 1: Thank you for pointing this out. We agree with this comment. Therefore, we have rewritten the abstract to clarify that.

Abstract [Consumer choice modeling takes center stage as we delve into understanding how personal preferences of decision makers (customers) for products influence demand at the level of the individual. The contemporary choice theory is built upon the characteristics of the decision maker, alternatives available for the choice of the decision maker, the attributes of the available alternatives and decision rules that the decision maker uses to make a choice. The choice set in our research is represented by 6 major brands (products) of laundry detergents in the Japanese market. We use the panel data of the purchases of 98 households to which we apply hierarchical probit model, facilitated by Markov Chain Monte Carlo simulation (MCMC) in order to evaluate the brand values of 6 brands. The applied model also allows us to evaluate the tangible and intangible brand values. These evaluated metrics help us to assess the brands based on their tangible and intangible characteristics. Moreover, consumers choice modeling also provides a framework for assessing the environmental performance of laundry detergent brands as the model uses the information on components (physical attributes) of laundry detergents. Through a comprehensive evaluation of product performance, including brand tangible estimation, we shed light on the sustainability attributes of laundry detergents, offering a roadmap for consumers and manufacturers alike to make more informed, environmentally responsible choices of laundry detergents based on their physical attributes. Knowing the estimates of the attributes for the laundry detergent products, manufacturers can modify their physical attributes, e.g. decrease the amount of the detergent needed for one laundry while increasing the total weight of the laundry powder in the package. This way more ecology- and consumer-friendly decisions can be made by manufacturers of laundry detergents.]

Comments 2: There is a lack of clear indication of the research hypotheses and the basis for their formulation.

Response 2: Agree. We have added the formulation of the hypothesis at the end of 3.1

to emphasize this point.

[The main hypothesis that motivates our model that we are developing in this paper is that the choice of the brand is explained by physical attributes of products, social characteristics of the consumer herself and situational factors (such as promotions).]

Comments 3: What contribution to practice does this research make? Can industry benefit from them?

Response 3: Thank you for pointing this out. We agree with this comment. Therefore, we have added the “Applications” and “Contribution” sections to our paper. The possible benefit for the industry is also outlined in par.6 of the Introduction.

[Sustainable detergents are often marketed with claims of reduced environmental impact. Product choice models can be utilized to assess and communicate these environmental benefits effectively. Through comprehensive analysis, including life cycle assessments and ecological footprint evaluations, brands can provide consumers with transparent information about the ecological advantages of choosing sustainable detergents. This, in turn, empowers consumers to make informed choices aligned with their environmental values. Choice modeling, through its intricate analysis of consumer preferences, offers a systematic approach to understanding the intricate decision-making processes that govern product selection. By incorporating factors such as environmental consciousness, ingredient transparency, and packaging preferences, choice modeling enables the identification of critical attributes that influence consumers towards sustainable choices.The comprehensive insights derived from choice modeling can inform the development of targeted marketing strategies and product formulations that align with consumer values, fostering the adoption of more environmentally friendly detergent options. Additionally, choice modeling allows for the exploration of trade-offs within consumer decision dynamics, providing a nuanced understanding of the factors that may hinder or promote the acceptance of sustainable detergent alternatives. In essence, the hypothesis rests on the premise that choice modeling provides a robust analytical framework to unravel the complexities of consumer decision-making in the context of laundry detergent sustainability, thereby offering valuable insights for industry stakeholders and policymakers seeking to enhance the ecological footprint of household cleaning products]

Comments 4: What are the limitations of the research? What are the implications? What should be improved to enhance the quality of the research in the future?

Response 4: Thank you for pointing this out. We agree with this comment. To answer your question, we have added “Applications” and “Limitations” to our paper.

[One of the fundamental applications of product choice models is in shaping educational and awareness campaigns. By identifying the factors that drive consumer preferences, marketers can develop targeted messaging that educates consumers about the benefits of choosing sustainable detergents. This proactive approach aids in demystifying the misconceptions surrounding eco-friendly products and encourages widespread adoption.

The methods and conclusions presented in the study offer valuable insights that can be practically applied in the business realm, particularly within the laundry detergent industry. The research, which involves analyzing consumer preferences and behaviors, can guide companies in developing sustainable laundry detergent products that align with consumer values. By understanding the factors that influence consumer choices, businesses can tailor their marketing strategies to highlight the sustainable aspects of their products. Moreover, the findings may inform product innovation, helping companies design environmentally friendly formulations or packaging that appeal to eco-conscious consumers. Implementing the insights gained from choice modeling can also aid in optimizing pricing strategies, ensuring that consumers perceive the value of sustainable features in relation to the cost. Ultimately, the practical application of these methods can enhance a company's competitive edge by aligning their laundry detergent offerings with the growing demand for sustainable and environmentally friendly products in the market.]

Limitations

[The present study is not immune to certain methodological limitations that warrant acknowledgment and consideration in the interpretation of the findings. Firstly, a notable limitation arises from the relatively modest size of the dataset under examination. The small sample size may constrain the generalizability of the study outcomes to broader consumer populations, necessitating caution in extrapolating the observed trends and behaviors. Furthermore, the dataset is characterized by a limited inclusion of marketing parameters, which may curtail the comprehensiveness of the analysis. The absence of a more extensive array of marketing variables could potentially restrict the depth of insights into the multifaceted determinants of consumer choices in the context of sustainable laundry detergent consumption. It is imperative to recognize these constraints when contextualizing the study's outcomes and to consider them as avenues for future research endeavors aimed at enhancing the robustness and applicability of findings within a broader empirical landscape.]

4. Response to Comments on the Quality of English Language

Point 1:

Response 1:    (in red)

5. Additional clarifications

[Here, mention any other clarifications you would like to provide to the journal editor/reviewer.]

Comments 2: There is a lack of clear indication of the research hypotheses and the basis for their formulation.

Response 2: Agree. We have added the formulation of the hypothesis at the end of 3.1

to emphasize this point.

[The main hypothesis that motivates our model that we are developing in this paper is that the choice of the brand is explained by physical attributes of products, social characteristics of the consumer herself and situational factors (such as promotions).]

Comments 3: What contribution to practice does this research make? Can industry benefit from them?

Response 3: Thank you for pointing this out. We agree with this comment. Therefore, we have added the “Applications” and “Contribution” sections to our paper. The possible benefit for the industry is also outlined in par.6 of the Introduction.

[Sustainable detergents are often marketed with claims of reduced environmental impact. Product choice models can be utilized to assess and communicate these environmental benefits effectively. Through comprehensive analysis, including life cycle assessments and ecological footprint evaluations, brands can provide consumers with transparent information about the ecological advantages of choosing sustainable detergents. This, in turn, empowers consumers to make informed choices aligned with their environmental values. Choice modeling, through its intricate analysis of consumer preferences, offers a systematic approach to understanding the intricate decision-making processes that govern product selection. By incorporating factors such as environmental consciousness, ingredient transparency, and packaging preferences, choice modeling enables the identification of critical attributes that influence consumers towards sustainable choices.The comprehensive insights derived from choice modeling can inform the development of targeted marketing strategies and product formulations that align with consumer values, fostering the adoption of more environmentally friendly detergent options. Additionally, choice modeling allows for the exploration of trade-offs within consumer decision dynamics, providing a nuanced understanding of the factors that may hinder or promote the acceptance of sustainable detergent alternatives. In essence, the hypothesis rests on the premise that choice modeling provides a robust analytical framework to unravel the complexities of consumer decision-making in the context of laundry detergent sustainability, thereby offering valuable insights for industry stakeholders and policymakers seeking to enhance the ecological footprint of household cleaning products]

Comments 4: What are the limitations of the research? What are the implications? What should be improved to enhance the quality of the research in the future?

Response 4: Thank you for pointing this out. We agree with this comment. To answer your question, we have added “Applications” and “Limitations” to our paper.

[One of the fundamental applications of product choice models is in shaping educational and awareness campaigns. By identifying the factors that drive consumer preferences, marketers can develop targeted messaging that educates consumers about the benefits of choosing sustainable detergents. This proactive approach aids in demystifying the misconceptions surrounding eco-friendly products and encourages widespread adoption.

The methods and conclusions presented in the study offer valuable insights that can be practically applied in the business realm, particularly within the laundry detergent industry. The research, which involves analyzing consumer preferences and behaviors, can guide companies in developing sustainable laundry detergent products that align with consumer values. By understanding the factors that influence consumer choices, businesses can tailor their marketing strategies to highlight the sustainable aspects of their products. Moreover, the findings may inform product innovation, helping companies design environmentally friendly formulations or packaging that appeal to eco-conscious consumers. Implementing the insights gained from choice modeling can also aid in optimizing pricing strategies, ensuring that consumers perceive the value of sustainable features in relation to the cost. Ultimately, the practical application of these methods can enhance a company's competitive edge by aligning their laundry detergent offerings with the growing demand for sustainable and environmentally friendly products in the market.]

Limitations

[The present study is not immune to certain methodological limitations that warrant acknowledgment and consideration in the interpretation of the findings. Firstly, a notable limitation arises from the relatively modest size of the dataset under examination. The small sample size may constrain the generalizability of the study outcomes to broader consumer populations, necessitating caution in extrapolating the observed trends and behaviors. Furthermore, the dataset is characterized by a limited inclusion of marketing parameters, which may curtail the comprehensiveness of the analysis. The absence of a more extensive array of marketing variables could potentially restrict the depth of insights into the multifaceted determinants of consumer choices in the context of sustainable laundry detergent consumption. It is imperative to recognize these constraints when contextualizing the study's outcomes and to consider them as avenues for future research endeavors aimed at enhancing the robustness and applicability of findings within a broader empirical landscape.]