In Japan, PET bottles have been collected separately for recycle but the quality of collected PET bottles is always bad because some of PET bottles are unwashed, caps and labels are not removed, and other wastes are mixed. The authors developed a new method to evaluate unwillingness people feel when they dispose of PET bottles. The unwillingness was quantified by binary pairwise comparison method and converted to “price” using single logarithmic linearity between quantified unwillingness of reference actions and market prices to outsource reference actions. PET bottle disposal process was decomposed to 8 sub-processes like cap removal, bottle washing, keeping bottles until disposal day, and bringing PET bottles to dispose at collection box in supermarkets (disposal in supermarket). The easiest and hardest sub-processes are cap removal (1.77 JPN yen) and disposal in supermarkets (57.9 JPN yen), respectively. These results are lower and higher than those estimated by willingness-to-pay (WTP) method. The unwillingness of other sub-processes had good agreement with WTP results.
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