Enjoyment increases consumers' willingness to pay for sustainable products
Nov 04, 2026
Consumers are more willing to pay for sustainable products if they also perceive them as enjoyable and appealing, according to a study conducted at the University of Eastern Finland. However, environmental friendliness alone does not always translate into willingness to pay.
https://phys.org/news/2026-11-enjoyment-consumers-willingness-pay-sustainable.html
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