#9940. Worse is worse and better doesnt matter?: The effects of favorable and unfavorable environmental information on consumers’ willingness to pay

September 2026publication date
Proposal available till 25-05-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Social Sciences (all);
Environmental Science (all);
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More details about the manuscript: Science Citation Index Expanded or/and Social Sciences Citation Index
Abstract:
Increasing consumers’ willingness to pay (WTP) for environmentally friendly products is a key challenge for sustainable development in market economies. Still, how consumers react to favorable and unfavorable environmental information of different quantitative extents is largely unknown. This research therefore uses prospect theory and competing theoretical foundations to derive pertinent hypotheses and test them by using a multi-level structural equation model. The analysis draws on a survey-based experiment conducted among a representative sample of the German population.
Keywords:
consumer behavior; industrial ecology; negativity bias; product carbon footprint information; prospect theory; willingness to pay (WTP)

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