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.
Originalsprache | Englisch |
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Titel | Proceedings of the 52nd Annual Conference of the European Marketing Academy |
Publikationsstatus | Veröffentlicht - Mai 2023 |
Veranstaltung | 52nd European Marketing Academy Conference (EMAC 2023) - Odense, Dänemark Dauer: 23 Mai 2023 → 26 Mai 2023 https://www.emacconference2023.org/ |
Konferenz
Konferenz | 52nd European Marketing Academy Conference (EMAC 2023) |
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Kurztitel | EMAC 2023 |
Land/Gebiet | Dänemark |
Ort | Odense |
Zeitraum | 23/05/23 → 26/05/23 |
Internetadresse |
ÖFOS 2012
- 502052 Betriebswirtschaftslehre
- 502020 Marktforschung