Browsing Research Articles (Graduate School of Technology Management (GSTM)) by Subject "Willingness to pay (WTP)"
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Browsing Research Articles (Graduate School of Technology Management (GSTM)) by Subject "Willingness to pay (WTP)"
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Do we follow the leader or the masses? Antecedents of the willingness to pay extra for eco-products (Wiley, 2016-07)This paper reports on an experiment that tests for the existence of peer effects in consumers’ willingness to pay (WTP) for sustainable products. More specifically, we investigate whether the premium for an eco-labeled ...
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