Adopsi reusable bag sebagai salah satu strategi pengelolaan sampah plastik dipengaruhi oleh preferensi konsumen. Faktor harga disebutkan dalam beberapa penelitian sebelumnya sebagai salah satu faktor yang mempengaruhi preferensi konsumen terhadap suatu produk. Penelitian ini bertujuan untuk mengetahui besaran rata-rata willingness to pay (WTP) konsumen terhadap serangkaian atribut kantong belanja yang dapat dipakai berkali-kali. Atribut yang dimaksud meliputi atribut kepedulian sosial, atribut pertimbangan ekonomi, atribut pengurangan limbah, atribut bahan material dan atribut harga per kantong. Adapun rata-rata WTP pada artikel ini dielisitasikan dari serangkaian atribut tersebut. Penelitian ini menggunakan pendekatan stated preference dengan metode randomized conjoint analysis (RCA) yang dilakukan di wilayah urban dan peri urban Surabaya. Hasil survei face-to-face terhadap 500 responden pada wilayah urban dan peri urban Surabaya menunjukkan bahwa rata-rata WTP konsumen adalah Rp12.639,-, untuk wilayah urban dan Rp13.956,- untuk wilayah peri urban.

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