Sustainability and Consumers’ Willingness to Pay: Does Country-of-Origin Matter?

Maria Gabriela Montanari, Michela Matarazzo, Adamantios Diamantopoulos

Veröffentlichungen: Beitrag in BuchBeitrag in KonferenzbandPeer Reviewed

Abstract

Despite the relevance of sustainability to consumers, companies and countries, empirical evidence on its interaction with country-of-origin (COO) is still limited, particularly considering consumers’ price responses. This paper examines the impact of sustainability labels and country-of-origin (COO) on consumers’ willingness to pay (WTP) for a brand. Based on two experimental studies with apparel as the focal product category (Study 1: T-shirts; Study 2: Sneakers), we find that differences in country image favorability do not always translate into significant differences in consumers’ WTP. While a positive effect of COO favorability on WTP is found in Study 1, this effect is not replicated in Study 2. However, in both studies, we observe that a sustainability label increases consumers’ WTP for the less favorable COO but does not affect consumers’ WTP for the more favorable COO. Implications for theory and practice are considered and suggestions for future research made.
OriginalspracheEnglisch
TitelProceedings of the 52nd Annual Conference of the European Marketing Academy
PublikationsstatusVeröffentlicht - Mai 2023
Veranstaltung52nd European Marketing Academy Conference (EMAC 2023) - Odense, Dänemark
Dauer: 23 Mai 202326 Mai 2023
https://www.emacconference2023.org/

Konferenz

Konferenz52nd European Marketing Academy Conference (EMAC 2023)
KurztitelEMAC 2023
Land/GebietDänemark
OrtOdense
Zeitraum23/05/2326/05/23
Internetadresse

ÖFOS 2012

  • 502052 Betriebswirtschaftslehre
  • 502020 Marktforschung

Fingerprint

Untersuchen Sie die Forschungsthemen von „Sustainability and Consumers’ Willingness to Pay: Does Country-of-Origin Matter?“. Zusammen bilden sie einen einzigartigen Fingerprint.

Zitationsweisen