Consumers’ WTB and WTP for sustainable products: the moderating effect of general and specific attitudes
Korgerud, Jens Henrik (A.A. 2021/2022) Consumers’ WTB and WTP for sustainable products: the moderating effect of general and specific attitudes. Tesi di Laurea in Understanding the consumer, Luiss Guido Carli, relatore Simona Romani, pp. 111. [Master's Degree Thesis]
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Abstract/Index
Literature review. Complex human behavior: the inconsistent consumer. Sustainable consumer behavior. Categorization of sustainable consumer behavior. Attitudes and the attitude-behavior gap. Willingness-to-pay (WTP). Research question. Conceptual framework and hypotheses. Methodology. Research approach. Sampling strategy. Operationalization. Questionnaire. Pilot study. Main study. Findings. Overview. Hypothesis testing. Discussion. Limitations and future research. Inconsistency in the specific attitude measurement scales. Differences across product categories. Generation Z’s WTB and WTP for sustainable products. Geographical and cultural differences. Investigating the mechanisms with real purchasing data. Investigating WTP using a reference price. Investigating WTB and WTP through various levels of sustainability. Contributions and managerial relevance.
References
Bibliografia: pp. 54-60.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Understanding the consumer |
| Thesis Supervisor: | Romani, Simona |
| Thesis Co-Supervisor: | Sillari, Giacomo |
| Academic Year: | 2021/2022 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 15 Nov 2022 16:00 |
| Last Modified: | 15 Nov 2022 16:00 |
| URI: | https://tesi.luiss.it/id/eprint/33887 |
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