Impact of environmental sustainability information and sustainable consumption measures on consumer willingness to pay

Detalhes bibliográficos
Autor(a) principal: Kellner, Ann-Kathrin
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/138960
Resumo: The destructive impact of climate change and the significance of sustainable consumption as one mitigating factor emphasize the necessity of societal change for a viable future. This paper investigates sustainable consumption by contrasting consumers’ stated willingness to pay for hypothetical chocolate bars with varying environmental sustainability information. To elicit these values, an open-ended question format is employed, with the questionnaire collecting further consumer data. With the obtained sample of 209 participants, findings show that consumers are willing to pay significantly more for environmentally sustainable options. This increase is magnified once certified sustainability information is disclosed. The results further indicate that previously validated measures of general purchasing behavior, perceived consumer effectiveness, environmental attitude, and willingness to pay more for sustainable goods are significant determinants of the increase in willingness to pay. Additionally, education and income are significant factors, while gender did not prove to be relevant. This underlines the price premium placed on green goods and the need for companies to focus on sustainability.
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spelling Impact of environmental sustainability information and sustainable consumption measures on consumer willingness to payConsumer behaviorEnvironmental sustainabilityBehavioral scienceWillingness to paySustainable consumptionDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe destructive impact of climate change and the significance of sustainable consumption as one mitigating factor emphasize the necessity of societal change for a viable future. This paper investigates sustainable consumption by contrasting consumers’ stated willingness to pay for hypothetical chocolate bars with varying environmental sustainability information. To elicit these values, an open-ended question format is employed, with the questionnaire collecting further consumer data. With the obtained sample of 209 participants, findings show that consumers are willing to pay significantly more for environmentally sustainable options. This increase is magnified once certified sustainability information is disclosed. The results further indicate that previously validated measures of general purchasing behavior, perceived consumer effectiveness, environmental attitude, and willingness to pay more for sustainable goods are significant determinants of the increase in willingness to pay. Additionally, education and income are significant factors, while gender did not prove to be relevant. This underlines the price premium placed on green goods and the need for companies to focus on sustainability.Martinez, Luis F.RUNKellner, Ann-Kathrin2022-05-30T09:46:26Z2022-01-202021-12-172022-01-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/138960TID:202974758enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:16:16Zoai:run.unl.pt:10362/138960Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:49:15.110431Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Impact of environmental sustainability information and sustainable consumption measures on consumer willingness to pay
title Impact of environmental sustainability information and sustainable consumption measures on consumer willingness to pay
spellingShingle Impact of environmental sustainability information and sustainable consumption measures on consumer willingness to pay
Kellner, Ann-Kathrin
Consumer behavior
Environmental sustainability
Behavioral science
Willingness to pay
Sustainable consumption
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Impact of environmental sustainability information and sustainable consumption measures on consumer willingness to pay
title_full Impact of environmental sustainability information and sustainable consumption measures on consumer willingness to pay
title_fullStr Impact of environmental sustainability information and sustainable consumption measures on consumer willingness to pay
title_full_unstemmed Impact of environmental sustainability information and sustainable consumption measures on consumer willingness to pay
title_sort Impact of environmental sustainability information and sustainable consumption measures on consumer willingness to pay
author Kellner, Ann-Kathrin
author_facet Kellner, Ann-Kathrin
author_role author
dc.contributor.none.fl_str_mv Martinez, Luis F.
RUN
dc.contributor.author.fl_str_mv Kellner, Ann-Kathrin
dc.subject.por.fl_str_mv Consumer behavior
Environmental sustainability
Behavioral science
Willingness to pay
Sustainable consumption
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Consumer behavior
Environmental sustainability
Behavioral science
Willingness to pay
Sustainable consumption
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The destructive impact of climate change and the significance of sustainable consumption as one mitigating factor emphasize the necessity of societal change for a viable future. This paper investigates sustainable consumption by contrasting consumers’ stated willingness to pay for hypothetical chocolate bars with varying environmental sustainability information. To elicit these values, an open-ended question format is employed, with the questionnaire collecting further consumer data. With the obtained sample of 209 participants, findings show that consumers are willing to pay significantly more for environmentally sustainable options. This increase is magnified once certified sustainability information is disclosed. The results further indicate that previously validated measures of general purchasing behavior, perceived consumer effectiveness, environmental attitude, and willingness to pay more for sustainable goods are significant determinants of the increase in willingness to pay. Additionally, education and income are significant factors, while gender did not prove to be relevant. This underlines the price premium placed on green goods and the need for companies to focus on sustainability.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-17
2022-05-30T09:46:26Z
2022-01-20
2022-01-20T00:00:00Z
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